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Lot 25: Westward Ho! Smoking Mixture Advertising Showcard

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Start price: £20

Estimated price: £40 - £60

Buyer's Premium: 16%

A W.D. & H.O. Wills Westward Ho! Smoking Mixture folding cardboard advertising showcard. The olive green rectangular base features yellow serif lettering reading WESTWARD HO! and white lettering SMOKING MIXTURE. with additional text regarding 2d packet pricing and the manufacturer details for W.D. & H.O. Wills, Bristol & London. The upper section consists of a die-cut pop-up illustration depicting a multi-masted galleon sailing on a choppy sea at sunset, flying two flags with the St. George’s Cross. The reverse includes cloth-reinforced hinges and a white adhesive label with a red border reading MARDON’S SIMPLEX NOVELTY. COPYRIGHT. The lower margin is printed ISSUED BY THE IMPERIAL TOBACCO CO. (OF GREAT BRITAIN & IRELAND), LIMITED. and bears a small boxed 585 to the lower-left corner and COPYRIGHT to the lower right.

9.9 x 8.5 inches.


Condition report:

The showcard displays surface wear and minor scuffing to the top edges of the die-cut ship section (photo 2). There is general age-toning and light spotting visible on the reverse (photo 5). The cloth hinges show fraying at the edges but remain functional (photo 5). Minor corner wear and light creasing are present on the base section (photo 6).