The Sport Americana Price Guide to the Non-Sports Cards (1930–1960) surmised that the 1938 Gum, Inc. Horrors of War set is perhaps the most famous non-sport card set of all time, writing that “The sensational graphic artwork and propaganda-laden text turned the series into an overnight success, and it was even featured in LIFE magazine.” The Price Guide usually devotes just a few sentences to describe most sets, but it spends 10 pages on this one. Here’s the first:
Given the popularity of the cards, you can imagine that the sets unopened items, like wax wrappers, are quite collectible, too. And in this case, there are quite a few variations. Here are all the photos that Adam Tucker and Marc Simon included in their Non-Sports Archive Wax Pack Wrappers from the 20th Century & Beyond book.
You may notice that one of those wrappers has a different design from the others. That would be the red one with yellow writing on the front that says “More Horrors of War.” I ran across this example in Mastro’s August 2002 Sport & Americana auction catalog.
Here’s the description that accompanied it:
Presented is a true hobby rarity. So rare, in fact, that dealers and collectors who have handled millions of cards and countless wrappers over the years can tell you exactly when, indeed if, they’ve ever owned a single example. This original “More Horrors Of War” gumpack wrapper, which once contained two “high number” cards, is by far the toughest-to-find component of the 1938 propaganda set widely known for its expensive Hitler cards and comprehensive (and often gory!) war-oriented artwork. The final series of “Horrors,” numbers 241-288, seems to have been almost an afterthought by Warren Bowman (the set’s architect) and was consequently afforded minimal distribution. The delicate paper wrapper is artfully done in deep red, accented by yellow letters and 1-cent price, with line drawings reflecting wartime sadness employed as a faint backdrop. Measures 4-1/2″ by 5-15/16″ with slightly wavy side cuts, as issued. Condition is a conservatively-stated Very Good, with the expected penetration at corner pressure points not affecting the design. Two “Horrors Of War” cards, with bright EX/MT obverse images, accompany.
The only other copy I’ve seen sold publicly is from Huggins & Scott, who sold the following example for $2,151 in November 2015.
In describing it, they wrote:
To the best of our knowledge and research, this is the first Horrors of War red variation wrapper to reach the auction block since 2002—and that initial one was in inferior condition. Back then, the auction description memorably described it as “a true hobby rarity. So rare, in fact, that dealers and collectors who have handled millions of cards and countless wrappers over the years can tell you exactly when, indeed if, they”ve ever owned a single example…[It] is by far the toughest-to-find component of the 1938 propaganda set.” We couldn”t have said it better ourselves. The impressive survivor presented here measures 4-1/2 x 6″ and exhibits bright, bold EX condition.
Notice the reference to the 2002 Mastro wrapper pictured above. It’s a small hobby after all! And if you can’t make out the text on the bottom of the wrapper, it says “This package contains one of the SECOND SERIES of Horros of War picture cards and true stories of modern warfare – also one of the FIRST SERIES of 240 cards as an EXTRA GIFT. Save to complete an entire collection.”
Be sure to check out The Unopened Archive for more! And Happy Collecting!
P.S. In the Spring of 2020, REA sold a newly discoverd PSA 6-graded More Horrors of War Wax Pack for $4,800.
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