History of Our Presidents.

Instant Maxwell House Coffee.

History of Our Presidents.

Los Angeles, CA:

Graphics International,

[ca. 1963].

This was the pop-up publication that launched the Second Golden Era of pop-up books. After advertising executive Waldo (Wally) Hunt saw pop-up books by Vojtěch Kubašta in the early 1960s and was thwarted from importing them from Czechoslovakia, Wally approached Bennett Cerf of Random House publishers. Together they produced a pop-up book premium to be given away with a 14 oz. jar of Instant Maxwell House Coffee. This endeavor was so successful that Cerf went on to publish a large series of Random House pop-up books for children. Wally sold his company, Graphics International, to Hallmark Cards, who also produced a series of pop-up books. Wally then started Intervisual Books, which became the largest packager of movable books in the United States.

Collection of Ellen G. K. Rubin.