Dr Seuss billboard advertisement valued at $40,000

A gouache and collage billboard advertisement by Dr Seuss measuring 12x26 3/4 inches will carry an estimate of $30,000-40,000 to Swann Auction Galleries' 20th century illustrations sale in San Francisco on January 23.

The lot was produced by Theodor "Seuss" Geisel for Holly Sugar in the 1950s, one of a series that he made for the company. It is signed in ink to the lower left and despite some light flaking to the letters is in excellent condition.

Holly Sugar Dr Seuss
Seuss produced the billboard advert in the 1950s

A much loved cartoonist and writer, Dr Seuss (1904-1991) published 46 books for children during his lifetime - the majority of which were enormously successful.

A previously unpublished early draft manuscript by Seuss, titled All Sorts of Sports, made a record $40,805 at Nate D Sanders in 2010.  

An early published illustration by Seuss - Botanist with Baby - is valued at $18,000-25,000.

Botanist and Baby Dr Seuss
The Seuss drawing was published in Judge Magazine in 1927

It dates to April 27, 1927, is executed in ink and watercolour and features his signature along with the handwritten caption: "Ups-a-bellis-perennis-leucanthemum!" the Latin version of "Ups-a-Daisy!

It was produced for Judge Magazine, a satirical publication.

Another Seuss advertisement, for Flit Insecticide from the 1930s, could make $15,000-25,000.

Seuss' association with Flit proved hugely profitable for the company, which saw a major increase in sales as a result.

It features the handwritten caption: "Be awfully nice to your rich uncle . . . and when he dies / he may leave you his Flit Gun!"

We have this original illustration by Peanuts cartoonist Charles Schulz for sale.

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