Minerva Gump (The Gumps) - Listerine Toothpaste (Par-T-Mask) Promotional Advertising Mask (1930s)

An original 1930s lithographed paper mask featuring Minerva Gump, from the beloved comic strip The Gumps by Sidney (Sid) Smith, one of the first family-based comic serials in American newspapers. This promotional mask was issued as part of a Listerine Toothpaste advertising campaign and produced by Einson-Freeman Co. Inc., one of the major lithographers of the period.

These “Par-T-Masks” were not only advertising novelties but also tie-ins to one of the most widely syndicated comics of its day. The back is clearly marked with Listerine advertising copy, tying directly to the toothpaste brand’s Depression-era marketing.

Date: 1930s

Character: Minerva Gump (from The Gumps)

Creator: Sidney Smith (Famous Artists Syndicate)

Publisher/Printer: Einson-Freeman Co. Inc.

Material: Litho-printed cardstock

Size: 8 inches by 9 inches

Condition: Original vintage mask, crisp colors with classic rosy-cheek artwork.

Historical Note:
The Gumps ran from 1917 into the 1950s, and its characters were household names across America. Promotional masks like this one captured the comic strip craze of the 1930s, while tying it to everyday products like toothpaste — blending pop culture and advertising in a way few campaigns had done before. Surviving examples are scarce, especially in good condition.