Sundial Art – GAUDIUM SUB SOLE . SUNDIALS . MEDIEVAL TO MODERN

In the late C19, the first series of collectable themed cards were devised in America to encourage trade. The idea caught on, and these early examples of product placement gradually spread. Sportsmen (Cricketers), Nature, Actors, Military and Important People, were among the topics. By the turn of the century, British companies had taken up the challenge.

In 1924, Sundials became a novel theme, with an astonishing set of 50 cards produced by Fry’s. This was – until a takeover in 2011 – a long-established Bristol company founded in 1728 to process cocoa beans, and passed on down succeeding Fry generations.

Besides the large number of dials from all parts of Britain, each card had a sundial-and-product specific motto / pithy ditty on the back. The 5 collectors’ pages below show the front and the backs separately. Please note that you will have to read the text sides in reverse order to match the description to the correct dial. The centre one will be the same.

Following the example set by Fry’s, the cigarette company W.D. & H.O. Wills produced its own Sundial cards in 1928 with a set of 25. I have featured these HERE.

NATIONAL PORTRAIT GALLERY Explore the Cigarette Card Collection HERE

GSS Category: Sundial cards; Sundial Art; Sundials in Commerce; Sundial picture sets; composed mottos

FRY’S ICONIC AD – THE ORIGINAL PHOTOGRAPHS WERE TAKEN IN 1886

In the late C19, the first series of collectable themed cards were used in America to encourage trade. The idea caught on, and this early example of product placement gradually spread. Sportsmen (Cricketers), Nature, Actors, Military and Important People, were among the topics. By the turn of the century, British companies including W.D. & H.O. Wills had taken up the challenge. In 1928 they turned to Sundials**

A complete set of 25 Wills Cards was commissioned. The series began with scratch dials and included almost all known types of dial. On the back of each card, concise information was given. Smokers were at last able to indulge their habit with the added bonus of free specialist learning aids. By the 1960s almost every facet of life from tea and exotic animals (Hornimans via football to fighter planes had been covered. These days, we must rely on eBay to bring back the memories now that a cigarette costs 10x the price of an Airfix Tiger Moth kit.