[Battle Creek Mich.]: W.K. Kellogg, 1909.
Stapled, tri-fold booklet (21 x 15 cm.). Second issue. A slice or metamorphic book promoting Kellogg's cereal, with six flaps on the central panel allowing the reader to mix and match the circus animals' upper, mid, and lower sections. The rear panel of the booklet, depicting a dancing youngsters and a boy in a wagon drawn by a rooster, advertises Kellogg's Toasted Corn Flakes, and includes a variation on the children's verse, "To market, to market, jiggedy jog... A slightly earlier issue included a back panel depicting the nursery rhyme the "Old Woman in the Shoe". While the booklets state they were "patented Jan. 15, 1907", none appear to have been issued before 1909. Distributed through grocers in exchange for two box tops, it was the first cereal premium produced; soon after, it became available as a mail order premium for two box tops, or 10¢. In one form or another, the Kellogg's Funny Jungleland Moving Pictures book remained in print as a premium until 1937, the year before the Kellogg's marketing account was taken over by J. Walter Thompson. A short item in the April 21, 1911 issue of Printer's Ink states that the Kellogg's firm was spending $1000 per day on advertising printing, and notes the Funny Jungleland premium as a major contributor to this budget. Rubbed and soiled, but complete; staples oxidized. A good copy. [Montanaro. Pop-up and Movable Books: A Bibliography, Volume 1: A Bibliography, (page 215)].