Commercial Success: Coin-Op & Advertising at Gehman Auctions

Antique coin-operated machines and advertising continue to capture the imagination of collectors worldwide. Their period graphics and construction, history, cross-category appeal, and ability to transport us back to simpler times all contribute to their popularity. Gehman Auctions of Ephrata, PA presented its 349-lot Coin-Op & Advertising Auction on January 18, 2025. The sale featured a robust collection of vintage to antique entertainment posters, cigar-related advertising specialties, tabletop vending machines, and other materials promoting brands of yesteryear. 

Here are some highlights from this event. All prices noted include the company’s 23% buyer’s fees.

The top lot in this midwinter sale was #339, Miller Bros. 101 Ranch Real Wild West, which was estimated at USD 150 to $250 and sold for $1,968. This linen-backed poster was printed in the United States in 1929. It was vividly and colorfully illustrated with a cowboy on a horse in the center, surrounded by Western and Middle Eastern vignettes of people and animals.

Although many are familiar with Buffalo Bill’s Wild West shows, the Miller Brothers of Oklahoma also had a traveling Wild West show which was in business from 1908 to 1932. It was called 101 Ranch after the family’s farm and ranch, which came under their ownership in 1893. In 1905, the brothers produced a large fair on their property to promote their business, especially in the areas of equestrian and western services. The event proved so popular that it pivoted to a traveling Wild West act starting in 1907.

This sale presented a fine collection of century-spanning gumball machines, with 14 different models on offer. Lot #61, a custom example decorated with Coca-Cola themed images, branding, and a drink cup mount, was estimated at $100 to $200 and made $1,353. This 18-inch tall, square-shaped machine had a clear glass top chamber, a red and white metal lid and matching base, a small bottle of Coca-Cola in the center of its chamber, and a ten-cent tab on the top. It opened and closed with a key.

One interesting detail of this machine is that it included the company’s little-known Sprite Boy mascot. Sprite Boy was created in 1942 by artist Haddon Sundblom. Sprite Boy had blushed cheeks, dramatic white hair, and matching eyebrows. He wore either a soda jerk’s hat or a bottle cap on his head. Sprite Boy appeared in many Coca-Cola advertising programs through 1953 and was entirely retired by 1958. As such, it appears that the Coca-Cola gumball machine highlight from this sale was probably made in the 1940s to 50s timeframe.

Cigar cutters were also well represented in this coin-op and advertising sale, with 55 lots available. Lot #130, an antique restored Boston Idea cigar cutter table lamp, was estimated at $200 to $400 and realized $923. It was in the form of a silver-colored lamp base with a white glass globe, two pillars, and an oval-shaped platform with the words Smoke Boston Idea L. Brayton & Co. on it.

L. Brayton & Company was located at 217 State Street and 114 Central Street in Boston at the turn of the last century. It was known as an importer and jobber of teas, coffees, molasses, and cigars– all products produced overseas. Given Boston’s seaside location, this merchandise mix and business venue makes perfect sense. It is possible that Boston Idea was the trade name of one of the company’s higher-end cigar products, as reflected in this elegant advertising specialty.

Unusual vintage vending machines also took the spotlight in this coin-op and advertising sale. Lot #51, an Art Deco one- and fine-cent mixed nuts vending machine, was estimated at $100 to $200 and delivered $400. This 17-inch tall machine had a clear glass globe, red body, merchandise door, coin return door, and chrome lid. It had two coin slots, one for a penny and one for a nickel. Its square front signage, which was flush to the body, noted, “1 portion 1 cent, 5 portions for a nickel /  Wait for coin to drop, MIXED NUTS.”

The Art Deco design of this machine suggests that it may have been made in the 1920s or 30s. Peanut vending machines debuted in the 1880s as fixtures in New York City mass transit stations. The Columbus Vending Co. of Columbus, Ohio was responsible for many of the earliest nut vending machines. One business development strategy the company used was to have the machine ring a bell and offer a free portion of nuts with every ninth penny purchase made.

Clocks, trade stimulators, product signage and packaging, and Coca-Cola-related advertising merchandise rounded out this nostalgic sale. Lot #197, a 15-inch square Coca-Cola bowtie square advertising clock, was estimated at $100 to $200 and traded hands at $215. This illuminated, distinctly mid-century style clock featured even-numbered hour markers, dots for odd-numbered hour markers, a starburst-style background, and the company’s legacy “Drink Coca-Cola” logo in red.

For more information on Gehman Auctions’ January 18, 2025 Coin-Op & Advertising Auction, visit LiveAuctioneers. 

Looking for more auction results and previews? Visit Auction Daily for the latest.