Mementos From the World of Tomorrow

QUESTION:  My grandmother gave me this item from the 1939 New York World’s Fair,  which I am guessing is a jewelry box. It had been in her possession since she visited the Fair. If you would have any information it would be greatly appreciated.

ANSWER: Corporations, makers of fine china, novelties, and toys made over 25,000 different souvenir items for the 1939 New York World’s Fair. Each represented an exhibit or the general theme of the Fair and gave fairgoers something to take back home. There were plates and puzzles, pencil sharpeners and typewriters, and even birthday candles in the shape of the Fair’s symbols—the Trylon and Perisphere.

As the Great Depression came to a close, the optimism expressed by the 1939 New York World’s Fair gave our nation hope. It was not only a look into the future, but a way to let people know about the accomplishments that had been made, even as many fought poverty and starvation.

The 1939–40 New York World's Fair, which covered 1,216 acres of Flushing Meadows, was the second most expansive American world's fair of all time, exceeded only by St. Louis's Louisiana Purchase Exposition of 1904. Sixty foreign countries participated in it, and over 44 million people attended its exhibits during its two-season run. This Fair was the first exposition to be based on the future, with an opening slogan of "Dawn of a New Day", and it allowed all visitors to take a look at "the world of tomorrow."

World’s fairs have introduced new ideas to the world ever since the first one held in London in 1851. They were momentous events and visitors to them wanted things that would make their experience at a fair memorable and lasting. Souvenirs of these fairs not only offer a look at how people lived at the time but also give us a snapshot of history.

Modern marketing techniques had been in practice since before the turn of the century. Everyone knows Coca Cola’s bold ads featuring everything from pin-up girls to Santa Claus. Marketing the New York World’s Fair wasn’t to be any different. While radio was common, television was not, so one of the ways companies advertised was through samples and giveaways. The souvenirs of the 1939 Fair provided ample opportunities for them to tout their wares to a public recently freed from the bonds of the Great Depression.

Fiesta made plates depicting a potter at his wheel, there were numerous types of hand-painted Nippon ware to choose from, and there were even knockoffs of Wedgwood and Lalique. RCA made a commemorative radio, Remington offered a portable typewriter, and Macy’s sold Dutch Girl dolls. Lighters, compacts, and ashtrays were also popular, as were coins, pins, buttons, badges, and pocket knives.

The variety of souvenirs and items from World's Fair events is seemingly endless—everything from dainty handkerchiefs to trivets. Even the most avid collector is sure to find a never-before-seen piece from time to time.

The fair opened on April 30, 1939, with 260,000 people in attending. This date coincided with the 150th anniversary of George Washington’s inauguration in Lower Manhattan as the first president of the United States.


To show off the exhibits in the best possible way, the New York World’s Fair planners  divided it into themed zones, such as the Transportation Zone. the Communications and Business Systems Zone, the Food Zone, and the Government Zone. While there were general souvenirs of the entire Fair, each zone and pavilions within it had their own special ones.

Planners chose blue and orange, the colors of New York City, as the official colors of the Fair, so many souvenirs bear these colors. Only the Trylon and Perisphere were  white. Avenues stretching out into the zones from the Theme Center featured rich colors that changed the further out they went from the center.

Each day at the fair was a special theme day, for which the Fair Corporation issued special souvenirs, including buttons, postage stamps, and first day covers, cancelled at the event honoring that special day. The fair opened on April 30, 1939, with 260,000 people in attending. This date coincided with the 150th anniversary of George Washington’s inauguration in Lower Manhattan as the first president of the United States. So this day had its share of appropriate souvenirs.

Some of the more popular pavilions included that of General Motors, Ford, and Chrysler. The railroads were another prominent exhibitor at the Fair, as well as A T&T and IBM. And each participating country, including France, had a pavilion. Most likely this jewelry box came from the French pavilion since Art Nouveau, the style of the box, was a decidedly French creation.

For more information on souvenirs of the 1939 New York World’s Fair, please read
“Souvenirs from the 1939 New York World's Fair Highly Collectible” and “1939 New York World’s Fair Lives On Through Collectibles.”

And Away We Go

QUESTION: I’ve always loved to go sledding. And as an adult, I still love it. My trusty companion is an old Flexible Flyer sled. It has seen many a snow-covered hill. But I really don’t know very much about it. What can you tell me?

ANSWER:  The Flexible Flyer, invented by Samuel L. Allen in the late 1880s, was the first steerable sled.  With his invention, sledding would never be the same.

Allen’s prominent Philadelphia Quaker parents sent him to the Westtown Boarding School in Chester County, Pennsylvania, as age 11. After graduation, he moved to the family farm in 1861 near Westfield, New Jersey, half-way between Moorestown and Riverton, where he married became a farmer. Soon he established a company to manufacture farm implements. But since this was seasonal, Allen needed a product he could make in the summer and sell in the winter. He decided to make sleds.

Allen’s first sled, known as the "Fairy Coaster," was a double runner bob sled that held three or four adults. Light and folding easily for transport, the sled’s runners and supports were made of steel with plush seats. But at $50.00, it cost too much to sell in quantity. He began testing his sleds at Westtown School —also known for its part in the development of the game Monopoly—near West Chester, Pennsylvania and his alma mater.

It wasn’t until he came up with the ideas for a T-shaped runner and slatted seat, both new concepts at this time, that he made any progress. After it was proven, Allen called his sled the Flexible Flyer, an appropriate name because the sled was fast considering its weight and size and the only steerable sled at the time.

Allen eventually convinced two great department stores, John Wanamaker in Philadelphia and R.H. Macy in New York, to sell his Flexible Flyers. By 1915, he was selling 2,000 sleds a day. But what put Allen’s sled over the top was the interest of the exclusive Tuxedo Club in Tuxedo Park, New York. Tobogganing was already in vogue at Tuxedo Park when the New York State Tuxedo Club purchased Allen’s Flexible Flyer sleds.

If a collector has two sleds with the same name, he or she might think they were made by the same company, but this isn’t necessarily so. Names were interchanged from one company to another. Collectors should look for variety of sleds. There are lots of sleds, unnamed and dilapidated that sell for cheap.

Collectors should first look for the company’s name, mark, or model number which is usually found on the back side of the center deck board unless it’s worn off. If there are no markings, then collectors must rely on visual differences like the design and style of the frame, steering bar, and deck.

As with other collectibles, condition, availability, desirability, rarity, and potential for resale. A slight change in style, design, or color can put a sled in a different decade, increasing or decreasing its value.

Every company that manufactured sleds "copied" the revolutionary design of the Flexible Flyer, in some cases right down to the advertising. There are reproductions.

Well-preserved early 20th-century sleds make infrequent, yet steady appearances on the market and collectors hotly pursue them. Generally, they sell in the low to mid $100s. And, yes, prices are rising in that a fine sled rarely slips through without attracting the attention of someone who appreciates its value. The older 19th-century sleds appear rarely and some sell for up to $1,000.

The 1914 Flexible Flyer, with an all-steel frame, original trademark eagle, shield and ribbon-scroll work on deck, and pinstriped steering bar sells for $100-150. It originally sold for $3.50.

Old sleds are readily available. Those in the best condition command the highest prices. A Flexible Flyer in excellent condition can sell for over $500.

Getting an Appraisal

QUESTION:  I have inherited a tall case clock and am looking for some guidance. The clock is said to be at least from the time of the Revolutionary War. There’s a slit in the back that I’m told is from a soldier putting a sword through. I’m trying to get a value for shipping and also for fairness for other family members in the event it’s really valuable. Can you help me?

ANSWER: Contrary to popular opinion, not just anyone can valuate an antique or collectible. Asking someone how much an object is worth is like asking if it will rain tomorrow. The only way to know what an antique, especially a potentially valuable one such as this clock, is worth is by having it “appraised” by a professional appraiser. And only a professional appraisal is legally binding when it comes to insurance claims or inheritances.

Exactly what is an appraisal? An appraisal is the paid opinion of an expert on the value of an object based on known facts. In the case of antiques and collectibles, known facts include records from more than one sale at more than one auction, the latest published price guides, and personal experience gained from buying and selling similar items many years.

While a verbal appraisal may offer an indication of how much an item is worth, a professional written one is the only one legally recognized by insurance companies and the courts. It must be based on fact and able to stand challenges in court. However, written appraisals, even for one item, can take hours to prepare and are expensive, but are absolutely necessary to prove an item’s worth.

A verbal appraisal, on the other hand, is an informal one. Usually, the person giving the appraisal spends no time researching auction records and price guides. Therefore, a verbal appraisal is an opinion based on first hand knowledge.

Formal appraisals fall into two categories—replacement and fair market value. Insurance companies require the former, while estate valuations require the latter.

Replacement value is generally defined as the price at which an object would be available on the retail market. In other words, what an antique dealer would charge for a particular item.

When you try to insure a collection, the insurance company wants to know how much it will cost to replace it. The same applies for a single piece of furniture. The insurance company won’t accept a verbal appraisal as the basis of settling a claim. Instead, they require a written appraisal with proof of replacement cost.

Fair market value, on the other hand, is best described as "the price that property would sell for on the open market between a willing buyer and willing seller, with neither being required to act, and both parties having reasonable knowledge of the reasonable knowledge of the relevant facts.

But whatever the appraised value, an object will bring only a percentage of its replacement value when offered for sale—generally between 40 and 60 percent below replacement cost. Items that sell extremely slow will sell for only about 30 percent of replacement value, while those that sell fast may bring 80 to 90 percent of replacement value.

With so many auction sites online these days, it’s easy to pull one up and do a search for a particular antique or collectible to see what it may be selling for. Most people use eBay. Unfortunately, the amounts listed on eBay may not reflect an object’s true value. If the object is listed on an auction site, then, as with live auctions, the price could go way above the object’s current value due to competition between bidders. If someone really wants an antique or collectible, they may stop at no amount of money to obtain it.

Too many homeowners use this as an easy way to price items in a yard or garage sale. Flea marketers do the same. This is why so many items that are actually worth much less are selling for higher prices today at these venues.

Prices of objects at antique shows usually sell for the amount of their value or a little less. However, some sell for what the dealer perceives to be the value of the object. High-end dealers selling objects for four to six figures do their research and know their market. Those selling at middle-market shows, sometimes do research about an item, but, more often than not, just guess at an item’s value and price it for what they think the market will bear.

To find a professional antiques appraiser near you, contact the International Society of Appraisers. 

For more information, read my article on appraisals in The Antiques Almanac.

Selling Your Antiques and Collectibles

QUESTION:  I was a Hess dealer from 1969 to 1982, station Numbers 30293 and 30298 in Maple Shade and Millville, New Jersey. I clamped the Hess Toy Truck gasoline tanker display  to the top of the oil rack on the gas island. Hess Oil issued one of these for each island oil rack. Have you ever seen one of these? The Hess Training Vans came packaged six trucks to a box and four boxes to a master carton. Only one of these have been out of the box to take photos. Notice  the sharp corners on the boxes that are still green and not white and end flaps are still flat and not rolled. I’d like to sell these items but don’t know how or where. Can you help me?

ANSWER: People ask about selling Hess Toy Trucks all the time.  Unfortunately, the market for them is flat, so sales are sort of in the dumps at present. However, there are other ways to unload your antiques and collectibles. Have you ever considered crossover sales?

Most people associate the word “crossover” with SUVs. But in fact many antiques and collectibles can also be crossovers—they have collector appeal in more than one field or category. For example, an early 20th-century calendar showing bicyclists attracts not only ephemera collectors, but also antique bicycle enthusiasts.

This person has some really unique pieces which although they may not appeal to the typical collector of Hess Toy Trucks—except for the trucks, themselves—they may appeal to a wider market of both advertising and gasoline memorabilia collectors, especially since Hess Oil sold off its gas stations last year. The display cases are particularly interesting. Also, anything bearing the company logo will sell.

In order to get the most for whatever type of antique or collectible you have, you must look at this from a broader perspective and begin to see the crossover possibilities. First, you have the people who collect the trucks, themselves. Then you have those who collect toy trucks, Third, you have those who collect Hess memorabilia, and fourth those who collect gas station memorabilia. Most people only think of the collectors of the items they have. You have to think beyond them.

Second, you have to plan to sell to a targeted audience. Let’s look at some of the right and wrong possibilities.

The first marketing level, the yard or garage sale, depends on people who impulse buy. The regulars make the rounds each Saturday, hoping to find some items that interest them. Sure, there may be some collectors in the group, but the chances of a collector of a particular type of antique or collectible finding an item they collect is a million to one shot.

The second marketing level, the flea market, depends on a similar group of people. However, this group includes more collectors, who browse flea markets looking for items to add to their collection. It’s always hit or miss. A collector never knows what he or she will find on a given day.

The third marketing level is the antiques or collectibles dealer. Most people don’t realize that when selling to a dealer, they’ll only get half or less of what their items are worth. Here, the number of collectors is higher than previously, but the monetary returns are low.

Computer technology and the Internet have dramatically changed how people sell things. For the most part, the audience is made up of mostly collectors—people who are searching for specific items to add to their collections. It’s so much easier to sit at a computer and search for a specific item than it is to go out hunting for it. Plus it saves on gas.

When eBay began, it was the only game in town. And in this case, “game” was the right word. People went on eBay to play the “bidding” game before sophisticated video games began to take up their time. They would bid on items for which they had only a marginal interest, bidding them up to see if they could “win” the item in the last second. This caused the prices of antiques and collectibles to rise substantially beyond their actual value.

But now eBay is just one of many online sales venues. In fact, bidding plays only a small part in eBay sales as more and more buyers prefer the “Buy It Now” option.

To successfully sell online, divide up what you have and sell individual pieces. This applies especially to items like Hess Toy Trucks. Some people have been collecting them for years and want to sell their entire collection to one person. Although that’s the easy way out, they’ll make a lot more money selling everything a la carte.

Before attempting to sell any antique or collectible online, see what others like it are selling for, then either match or offer a slightly lower price. Offer the item in several categories, maximizing its crossover potential. It’s all about competition—and there’s loads of it online today. Lastly, be patient. It may take a while for the right buyer to come along. 

Picture That Record

QUESTION: A few weeks ago, I discovered several unusual records at a garage sale in my neighborhood. Each had a picture embedded into the record on both sides. This painting seemed to illustrate the song on each side. I was so fascinated by these records that I bought them on an impulse. Can you tell me anything about them? I’ve never seen anything like them before.

ANSWER: You’ve picked up quite a treasure. Your records date from the one year in the late 1940s when Sav-Way Industries of Detroit, Michigan, produced these unique “picture” records on the “Vogue” label. From May 1946 to April the following year, Sav-Way produced 74 different, 10-inch Vogue records.

Sav-Way released the first 10-inch Vogue picture record in May 1946. These records featured everything from big band to country to jazz.  Each had  an artist's illustration embedded in the transparent vinyl of the record. These  illustrations, signed by the artist, on each side of the record generally related to the title of the song on that side. Many of the illustrations are for romantic ballads. And while the most common Vogue picture records are 10-inch, 78 RPM records, Sav-Way also released a few 12-inch, 78 RPM records.

Each illustration has an "R" number, or catalog number, printed on it, ranging from R707 to R786. However, the company didn’t use all of the 79 catalog numbers, so there are gaps here and there.

There’s also a "P" number printed on the illustration next to the copyright symbol. This matrix number should match the matrix number inscribed in the lead-out area of the record. Once in a while illustrations didn’t match the song pressed on that side of the record. Sav-Way sometimes marked these records as Factory Rejects. But they marked those records with damaged illustrations—torn paper or smeared ink—as Vogue Seconds.

While Vogue picture records were unique and somewhat popular at first, later on they lost favor because Sav-Way couldn’t attract very many big-name singers and musicians. This caused the company to re-use some previously-released songs to help fill the second side of some records. Consequently, the catalog numbers on a particular record may not match. Most Vogue picture record collectors know that these records aren’t one-of-a-kind examples and don’t get excited when they come across them.

Sav-Way sold Vogue picture records both individually, as well as in albums containing two records. The company produced eight different albums. Originally, the single records sold for around a dollar while the albums sold for a little less than three dollars. Sears, Roebuck, and Company’s 1946/47 Fall/Winter catalog offered 18 different Vogue records and seven different Vogue albums.  

Vogue picture records were of very high quality and had little surface noise. Sav-Way produced the records using a complicated process using a central core aluminum disc  sandwiched between the paper illustrations and vinyl.  It took a while for the firm to perfect this process. Their engineers spent several months working out the bugs that resulted in torn or dislodged paper illustrations.

Unlike many other collectibles, Vogue picture records have a definite beginning and end making it possible for a collector to assemble a complete set of the records over time. However, finding these picture records can be a challenge. Beginning collectors often find them at yard or garage sales or flea markets for a few dollars. More advanced collectors know to look to the Internet to find some of the more hard-to-find examples. In the end, Vogue picture records were a short-lived novelty which has become a fascinating collectible.