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●
DR. SEUSS [THEODOR GEISEL].
“All it needs is ... Holly Sugar.”
Gouache and collage advertisement on orange paper. 300x680 mm; 12x26
3
/
4
inches. Signed
in ink, lower right. Title with a few tiny flakes lost within letters, else entirely free from
flecking and very bright and clean. On exhibition mount. Circa 1950s.
[30,000/40,000]
SUPERB ORIGINAL ADVERTISEMENT
,
likely for a billboard.A sly tableau depicting a somewhat skep-
tical-looking goat munching on some Seussian machine parts; the bag of sugar collage and the
accompanying tagline suggesting a dubious palatability, even for a goat. Geisel executed several adverts
for Holly Sugar over the course of several decades. He eventually cut ties with the company in the early
1950s after he publicly lobbied for a local billboard ban in his hometown of La Jolla, CA, due to the
overwhelming number which he thought unsightly. (Morgan, Judith & Neil, Dr. Seuss & Mr. Geisel,
pages 146-47.)
DR. SEUSS
