The Auction at Graceland•January 8, 2019
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This lot is closed for bidding. Bidding ended on 1/8/2019

Colonel Parker, always looking for ways to capitalize on his star, together with Hank Saperstein created a booming merchandising line under the E.P.E. name in 1956, targeting a teenage audience. This was one of the first merchandising efforts specifically geared for the teenage demographic and the idea paid off, since fans were clamoring for this rising star. A plethora of products were created, some using the latest lenticular printing technology which created the illusion of depth with its ability to change the image seen on an object based on the viewing angle. World War II saw the evolution of this technology for military instructional use, and in the 1950s general commercial use of this technology began with the “I like” buttons in political campaigns starting with Eisenhower. In December 1953 the Vari-Vue trademark was registered, and in the ’50s and ’60s many consumer products used this technology. 

Offered is a very rare product representing the intersection of the Elvis fan merchandising craze in 1956 and the use of this new technology in the general consumer market: a Vari-Vue flasher button countertop display card with six original Vari-Vue buttons. The bright yellow cardboard stand, with backing intact, contains the trademark Vari-Vue name as well as Pictorial Productions, Inc., the name of the company that patented the technology and birthed the Vari-Vue trademark. A second identifier of Elvis Presley Enterprises copyright 1956 also appears on the front alongside two black-and-white images of Elvis advertising this “Elvis Presley in motion ‘Official’ Badge.” Considering its age, this cardboard advertising stand is in exceptional condition, together with the six original pinback lenticular button badges featuring the same two images of Elvis, each in a varied view. Each pinback button has a red plastic backing that is again marked with both the EPE 1956 copyright and the manufacturer “Pictorial Productions Inc Tuckahoe, New York.” This stunning, complete display piece from early in Elvis’ career is a treasured commodity. The cardboard stand measures 12 3/4 by 9 1/4 inches (32.38 x 23.49 cm) and each of the 6 pinback, lenticular buttons measures 2 1/2 inches (6.35 cm) in diameter. This special set is accompanied by a letter of authenticity from Graceland Authenticated.

The cardboard stand is in excellent condition overall with a tiny area of slight damage to the top right edge and a piece of residue on the “H” in “Flashes.” The back of the stand is in Like New condition with the cardboard stand showing no signs of having ever been unfolded. Each button is in Excellent condition with only very minor wear around the edge.
1956 Vari-Vue Flasher Button Display Card with Buttons Featuring Elvis Presley
Current Bidding (Reserve Has Been Met)
Minimum Bid: $1,000.00
Final prices include buyers premium.: $2,250.00
Estimate: $2,000 - $3,000
Number Bids: 5
Auction closed on Tuesday, January 8, 2019.
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