Preliminary identification
Photo reference
1 uploaded photo
Overview
This is a rare, large-format cardboard or heavy paper lithograph store display poster featuring the iconic Haddon Sundblom-style Santa Claus holding a scroll dated 1957. Surrounded by busy, mischievous Christmas elves decorating a tree, this vibrant piece was designed to capture the imagination of holiday shoppers from a storefront window.
Story
In 1931, Coca-Cola commissioned illustrator Haddon Sundblom to create a wholesome, warm Santa Claus for their winter campaigns. This 1957 poster captures that exact mid-century magic, using playful elves to sell the joy of the season.
Maker / Origin
While the specific layout artist for this 1957 retail campaign may be an in-house designer, the Santa figure is directly based on the legendary oil paintings of Haddon Sundblom. Sundblom, a Swedish-American illustrator, single-handedly defined the modern image of Santa Claus as a plump, cheerful man in a red suit, moving away from the traditional stern, elf-like depictions of the 19th century.
Condition & Value
The poster shows prominent horizontal fold lines from original storage, minor creasing, and some surface scuffing/color loss along the folds and lower lettering. There is also light edge wear and minor tearing at the top margin, but the colors remain remarkably bright and unfaded.
Full Research
Sold comps, value drivers, and venue guidance pulled from recent auction results.
Build on this identification
Layer in sold comps, value drivers, and venue guidance.
Comparable demand stays strongest where maker, originality, and venue confidence line up. Broader examples still trade, but the range tightens quickly when provenance, condition, or selling lane fit is missing.
Best Venue
Specialty auction or a focused dealer with buyers already in this lane.
Signed example with light edge wear and original frame.
Comparable format with stronger provenance and cleaner surface.
Smaller related piece with visible craquelure and trimmed margins.
Period match with softer condition and weaker subject matter.
Close market lane comp with similar material and presentation.