Bertoia’s Oct. 9 sale blends advertising, toys and banks

Bertoia Auctions will hold its Advertising Sale on Oct. 9 in Vineland, New Jersey, with more than 200 still and mechanical banks plus advertising, cast-iron, toys and coin-operated pieces. Top lots include a Mail Pouch Tobacco porcelain thermometer, an Ives fire hose reel and a Reed toy riverboat.

Why it matters: - The sale pulls together several of the strongest categories in American collecting: advertising, banks, toys, soda fountain pieces and coin-op machines. - The mix includes both iconic brands and rarer niche objects, which broadens the appeal to multiple collector groups at once. - Several featured lots carry four-figure estimates, showing continued demand for condition-sensitive antique advertising and toy pieces.

What happened: - Bertoia Auctions scheduled its Advertising Sale for Friday, Oct. 9, starting at 10 a.m. ET. - The live auction will take place at Bertoia’s gallery at 2141 DeMarco Drive in Vineland, New Jersey. - Preview is available by appointment only during the week before the auction. - Remote bidding options include absentee, phone and live online bidding through Bertoia Live, LiveAuctioneers and Invaluable. - The sale includes advertising, country store items and cast-iron collectibles, along with soda pop items, breweriana, early signs, coin-operated machines, horse-drawn toys, cast-iron novelties and more. - The catalog also features 200-plus still and mechanical banks.

The details: - A tall porcelain Mail Pouch Tobacco advertising thermometer measures 73½ inches tall and retains its central glass thermometer and wood frame. - The Mail Pouch piece carries the slogan, “Chew Mail Pouch Tobacco / Treat Yourself to the Best,” and is described as in pristine to near-mint condition. - Its estimate is $1,500-$2,500. - A 1912 Ives fire hose reel measures 26 inches long, includes the original figures and is described as very good to excellent condition. - The Ives reel carries a $1,500-$2,500 estimate. - A Reed “Gem of the Ocean” toy riverboat measures nearly 30 inches long and is described as pristine condition. - The riverboat is estimated at $1,000-$2,000. - A Ruhstallers Lager gilt-edge advertising beer tray shows a humorous tavern scene and is signed in the image “V.A. Blom.” - The 25-inch tray is expected to sell for $1,000-$2,000. - A circa-1930s French coin-operated countertop trade stimulator attributed to Bussoz sits in a molded oak cabinet and measures 27 inches tall. - The machine features an early depiction of Mickey Mouse, red, green and yellow betting fields, original French instruction card, coin mechanisms and key. - Comparable examples are identified in French collections as Roulette Bussoz: Mickey. - The trade stimulator is in good working condition and carries a $1,000-$1,600 estimate. - A Wards Lemon-Crush syrup dispenser is molded as an oversized lemon with textured yellow surface, raised black lettering and applied floral decoration around the base. - The dispenser includes its metal lid but no pump and is expected to bring $800-$1,600. - An 1898 Pennsylvania Republican Party embossed tin lithographed campaign sign promotes gubernatorial candidate Colonel William A. Stone and the party's statewide ticket. - The 19½-inch by 28-inch sign includes patriotic flags, a soaring eagle and portrait medallions of the candidates. - The political sign is estimated at $1,000-$1,500. - A White City barrel-on-cart still bank made by Nicol & Co Mfg measures 5½ inches tall and is in excellent to pristine condition. - The still bank is estimated at $600-$1,000. - A Best Kast Iron Clothing safe made by Regent Mfg Co in Chicago stands 4 inches high and is in very good to excellent condition. - The safe carries a $500-$1,000 estimate. - A Luzianne Coffee and Chicory advertising sign measures 24 inches in diameter, is copyrighted 1938 and is made by Wm B Reily & Co, New Orleans. - The curved lithographed-tin sign is described as in excellent condition and is expected to make $400-$800. - A vertical Canadian Coca-Cola porcelain sign featuring Sprite Boy measures 54 inches tall by 18 inches wide and is in excellent condition. - The Coca-Cola sign has a $500-$1,000 estimate. - Michael Bertoia said the collections create a colorful and wide-ranging auction across popular categories of American collecting. - For additional information, absentee bids, private preview appointments or telephone bidding, Bertoia Auctions directs interested bidders to call 856-692-1881, email toys@bertoiaauctions.com or visit online auction information.

Between the lines: - The strongest pieces combine visual appeal with scarcity, especially where original parts, early graphics and near-pristine condition remain intact. - Disney-related material, political ephemera and soda fountain advertising add cross-category appeal that can pull in bidders beyond traditional advertising collectors. - The inclusion of both marquee pieces and lower-estimate banks and signs suggests the sale is aimed at a broad range of budgets.

What's next: - Bertoia Auctions will host live bidding on Oct. 9 and open the preview period by appointment in the week before the sale. - Buyers can bid in person, by phone, by absentee bid or online through the company’s bidding platforms. - The auction house is taking inquiries and bidding arrangements now via phone and email.