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Beetle Bailey View-Master

Viewmaster cover

View-Master began manufacturing stereoscopic viewers in 1939. Their system used thin cardboard discs with pairs of color photographs which created a three-dimensional image when looked at through the viewer. Most of the reels were of tourist attractions and travel sites, although they also made sets with pop-culture themes, particularly after they acquired their main competitor, True-Vue, in 1951 and obtained the rights to the Disney properties. Viewmaster set
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Beetle Bailey Book

BB Book

The first non-comic book Beetle Bailey collection was a 6”x9” paperback published by Dell in December 1958. The front cover is shown above. On the back cover was a description of the contents: “A Riotous Collection of New Cartoons, Plus a Vintage Assortment of All-Time Favorites.”

Inside were 98 single and multi-panel cartoons, similar in format to the gag cartoons Mort did in his magazine days for The Saturday Evening Post.BeetleBook1
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Early Advertisement

Advertisement for Eagle Pencil Company by Mort Walker, 1957.

Advertisement for Eagle Pencil Company by Mort Walker, 1957.

The advertisement above, which appeared in two art magazines in the fall of 1957, was one of the first accounts that Mort Walker did. During that period, Mort was creating new characters on an almost annual basis. This ad purportedly revealed how he developed a new lieutenant for the strip.
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