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BUCK’S STATEMENT:
There was a time when America’s most recognizable advertising personalities weren’t movie stars or television celebrities, but a family of smiling cartoon cows. Introduced by the Borden Company in the late 1930s, Elsie the Cow quickly became one of the country’s most beloved advertising mascots, appearing on everything from milk cartons and magazine advertisements to promotional displays and household collectibles. As her popularity grew, Borden introduced an entire family of characters, transforming ordinary dairy advertising into a charming world of familiar faces and playful domestic scenes. This wonderful vintage Borden’s advertising display captures that golden age of American advertising with a delightful family portrait featuring Elsie, Elmer, Beulah, and Beauregard, accompanied by the warm greeting, “Greetings from our family to yours . . . Elsie.”
Believed to date to the late 1940s or early 1950s, this original Borden Company promotional display features a charming illustration of the famous Borden family posed together against a softly shaded background. Each character is identified along the lower border, with Elsie, Beulah, Beauregard, and Elmer appearing from left to right. The piece measures approximately 9 x 12 inches and is printed on or mounted to substantial cardboard rather than thin magazine paper. Its original intended use has not been definitively established, although the construction and evidence of previous hanging suggest it may have served as a promotional wall or retail display. The piece shows considerable authentic vintage character, including scattered pinholes and punctures, edge and corner wear, surface scuffs, discoloration, spotting, and areas of staining, particularly along the lower border. The reverse is plain brown cardboard with additional signs of age and handling. Despite its wear, the central illustration remains attractive and displays beautifully. A wonderful addition to a collection of Borden dairy advertising, Elsie the Cow memorabilia, vintage grocery store displays, mid-century Americana, or historic advertising artwork.
- Buck
DETAILS:
Brand: Borden’s
Made in: USA
Style: Sign
Color: Multi
Era: 1940s or 50s
Size: (See Measurements)
Material: Cardboard
Condition: Vintage pre-owned — signs of wear (see photos)
BUCK & BADGER VINTAGE DISCLAIMER:
At Buck & Badger, every item has lived a life before it found its way to us.
We specialize in authentic vintage clothing, objects, art, and Americana—pieces with history, character, and soul.
Because of that, please review the following before purchasing:
1. Condition Disclosure
Our vintage pieces often show signs of age and use—this may include wear, fading, patina, tiny holes, snags, scuffs, or light stains.
We believe these imperfections are part of the story.
Any major flaws will always be clearly shown in the listing photos.
2. Sizing / Fit (for clothing)
Vintage sizes do not always reflect modern sizing.
Please rely on the exact measurements provided in the photos and description rather than the tagged size.
3. Measurement Guidelines (for clothing)
We measure all garments flat:
• Chest/Bust: pit to pit
• Length: collar to bottom hem
Photos and/or descriptions are organized to help you assess fit accurately.
4. One-of-a-Kind Items / No Returns for Fit
Every item is one-of-one.
Because of this, we do not accept returns for sizing or fit issues.
Please review measurements and photos carefully and reach out with any questions before purchasing. We’re happy to help.
5. Shipping Information
We offer combined shipping on multiple items.
All orders are shipped promptly via USPS with tracking.
Once shipped, delivery times are based on USPS performance, but we will gladly assist in locating a package if needed and provide all available information.
6. response & Customer Care
Your satisfaction matters to us.
If you love your item and our service, positive response helps support Buck & Badger and other vintage lovers.
If there’s ever an issue, please contact us first—we will always work with you to make it right.
7. Questions? Need more photos or details?
Don’t hesitate to reach out.
We’re passionate about preserving history and helping you find pieces that speak to you.
Thank you for supporting Buck & Badger—where every item has a past, and every purchase continues the story.
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