Hake’s is offering a selection of rare, unique pieces from the Gold Archives, including original art, prototypes, promotional material, signs, premiums, and more. Sam Gold was the founder of American Advertising & Research Corporation, where they produced children’s books, direct mail, displays and premiums directly appealing to children’s interests as a way to sell to their parents. Sam’s son, Gordon, followed in his footsteps, creating his own company and eventually merging it with his father’s, which included huge premium promotions for Post Cereals, Burger King, and beyond.

The Quaker “Tintin P’Tits Trésores” Canadian cereal box flat and “Wiggly” figure premium set were released in 1966. The Canadian-only figures feature slightly different designs than the US versions with solid plastic instead of hollow and their heads are connected with a thin strip of plastic instead of springs. This lot comes with a complete set of all 10 premium figures, which are unused and Mint with plastic parts still on sprues.

The Quaker “Cap’n Crunch’s Crunch Berries” file copy cereal box flat and “Wiggle Figures” premium set is a similar lot. The box flat dates to the 1960s with an ad for the Wiggles set on the back, and comes with a complete set of all six file copy examples of the premiums that are still factory-sealed. This is the first time Hake’s has offered a flat with the full premium set.

The Pillsbury “Funny Face” Rootin’-Tootin’ Raspberry premium mask production original art comes from the set of six premium cardstock masks available in 1964. The art is a combination of pen and ink/pencil with pasted stats depicting the mask outline, image of Rootin’-Tootin’ Raspberry, some hand-lettered text, and printed stats. This is the only example that Hake’s has seen for any of the Pillsbury premium masks.

The auction features multiple pieces of original art like the Dick Tracy Kellogg’s Pep pin original art from 1945. The pen and ink art depicts the famous detective from Chester Gould’s beloved comic strip with Dick Tracy’s name hand-lettered at the left. It is being offered with an example of the pin in a custom case for display.

The Pillsbury “Funny Face” premium mask file copy set from 1964 is complete with all six. The cardstock masks have die-cut circle pieces at the eyes, tiny die-cut circles on the sides for the string, and the backs have additional character illustrations and instructions.

The Gold Archives offered at Hake’s include a rare General Mills “Baron Von Redberry” cereal box and premium lot from 1973, The Flintstones/General Mills Monsters/Cap’n Crunch character box premium lot with original art and prototypes from the ‘70s, a Nabisco “Shreddies” plastic pirate ring premium set with uncut sheet and original art from the ‘60s, and much more.

Hake’s premier Auction #245 is closing soon on Tuesday and Wednesday, November 18-19, 2025.