General Antiques and Collectibles Spring Auction
Lot 222:
Description
C-17657
c. 1930s; Ralston Purina Company – St. Louis, Missouri This rare Ralston Straight Shooters premium was issued as a mail-in or in-box prize during the 1930s promotional campaigns tied to the popular Straight Shooters radio program and Tom Mix fan club. Made of printed cardboard with red-and-white checkerboard ends, it functioned as a small toy "scope" or viewer. Ralston Purina, known for its checkerboard branding, often paired cereals with Western-themed premiums to build brand loyalty among children during the Golden Age of radio.
The piece shows wear to edges and corners, with some surface scuffing and light loss to the printed finish, but retains vivid color and strong legibility. A scarce survivor of early 20th-century cereal premiums.
9" L
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