Italy, Netherlands - Cromolithography Liebig - Historic...

Splendid lot composed of 5 historic series for a total of 30 CROMOLITHOGRAPH cards. The chromolithographs were issued by the famous Liebig's Extract of Meat Company between 1912 and 1958. The lot includes 4 sought-after editions in Italian and a Belgian/Dutch variant branded Oxo dedicated to Italian history. All the figurines are kept inside protective transparent-pocket album sheets. - Childhood of Great Italians 1912 • Scenes of childhood or youthful anecdotes of illustrious historical figures in Italian culture and politics. Explanatory biographical text printed in blue, overlaid by the large brand "VERO ESTRATTO DI CARNE LIEBIG". It perfectly reflects the cultural climate of post-unitarian Italy in the early 1900s: celebrating the great figures of the past (Dante, Columbus, Galileo) to strengthen the national identity of the young nation. The chromolithographic printing quality of this series is excellent, rich in metallic nuances and well-defined outlines. - Historical Events of ’48 1948 Historical episodes of the Italian Risorgimento linked to the 1848 uprisings. Explanatory texts in Italian printed in blue/black with heading "Compagnia Italiana Liebig S.p.A. - Sede e Stabilimento in Milano". There are differentiated advertising marks depending on the card. It was printed in the exact centenary of the First War of Independence and the Five Days of Milan (1848-1948). During this period the back of the cards shows the commercial shift: no longer mentioning only the meat extract in a jar, but also the modern brands of the Milan branch, such as Vegedor vegetable broth powder or the Italdado substitute, created to adapt to the new postwar Italian cooking habits. - Historic Vehicles 1926 • Issued in the 1920s (the full Deco period), this series shows the classic institutional layout with the meat extract jar graphically placed in a corner (in this case, at the bottom). The series traces the evolution of historical and military transport means. The colors reflect the great chromolithographic craftsmanship of the era, characterized by vivid backgrounds and outlines defined by a very fine printing matrix. - Geschiedenis van Italië (History of Italy) 1958 • This series features the inscription OXO-CHROMO on the front instead of the classic Liebig name. From a historical-societal perspective, LEMCO (Liebig’s parent company) owned and distributed the famous Oxo brand (liquid extract and bouillon cubes). In Northern European markets (Belgium, Netherlands and the United Kingdom), the same Liebig series were printed and distributed under the Oxo commercial brand, using the same artist sketches but translating the texts on the front and back. History: It all begins with the famous German chemist Justus von Liebig (1803–1873). Around the mid-19th century, Liebig patented a revolutionary method to concentrate the nutrients of beef, creating a dense, easily preservable extract. To produce it at industrial scale at affordable costs, in 1865 he founded the Liebig's Extract of Meat Company (LEMCO), moving the large production plants to Uruguay (Fray Bentos) and Argentina, lands rich in cattle. Initially the jar of extract was a product for elites. To reach the masses, the company adopted an idea born in Paris at the department stores: give away small illustrated prints to build customer loyalty. In 1872 the first paper figurines inserted directly into the packages appeared. Soon after, the system was perfected through a points-collection scheme: by purchasing products you received vouchers that, once accumulated, could be exchanged in grocery stores for entire 6-piece series. The global success of Liebig figurines was driven by their extraordinary visual quality. Until the 1950s they were printed in chromolithography, a stone-printing technique requiring separate passes for each color (sometimes up to 12 or 14 inks per image). The company engaged true artists and painters to create the original sketches. The details were very meticulous. The Liebig series were not merely advertisements: they spanned history, geography, science, operas, traditional costumes, and biographies. The back contained accurate educational explanations. General conditions: excellent, and the photos with very detailed descriptions are valid as the description. The figurines will be shipped complete with the protective album sheets visible in the photos. Packaging will be done with rigid cardboard supports.

Stima:€5

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