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Sarge Dreams #1

Beetle Bailey Sunday page, February 9, 1964.

Beetle Bailey Sunday page, February 9, 1964.

In 1964, Mort Walker and Jerry Dumas came up with a new character dimension for Sergeant Snorkel. Readers were now able to share his vivid dreams and fantasies.

In the Sunday page above he transforms into “Sarge!” a superhero with abilities far beyond the powers of mortal men. In the end, it turns out Sarge is just having a dream triggered by the comic books and pizza he consumed before going to sleep.
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Beetle Bailey Sales – 1965

BBSales65

Beetle Bailey passed an important milestone in 1965 – the strip now appeared in 1000 newspapers. Only Blondie had more clients.

The image above is from the mailing envelope for the King Features 1965 sales brochure. We no longer have a copy of the complete kit in our archives.

“It was the heyday of Beetle,” Mort Walker’s assistant Jerry Dumas remembered in a 2010 interview. “Everything looked good – the gags were solid and funny, the strip was growing and was extremely popular all over the world.”
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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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