all Airplane Pictures, M.J. Holloway & Co., 10-cards, (R7), USA

1930s Airplane Picturesall (R7)
M. J. Holloway & Co., Chicago, Illinois, USA

Series Title: Airplane Pictures
American Card Catalog Number: R7
Issued by: M. J. Holloway & Co.
Issued with: Holloway Milk Made Candies
Type of card: Candy strip card
Country: Chicago, Illinois, USA
Number of Cards: 10
Card Dimensions: 2½ × 3 inches
Circa: 1930s
Checklist: Download


The 1930s R7 Airplane Pictures 10-card set is one of an extremely rare collection of ten different uncut strips produced by M. J. Holloway & Co. The ten 6-card strips feature cards from six different Holloway issues. The Holloway Company is known to have produced seven different card sets during the 1930s. The six sets on the strips are all considered extremely rare by collectors. The sets featured (left right) are: Firemen Pictures (R202), Adventure Pictures (R2), Policemen Pictures (R204), How To Do Cards (R203), Airplane Pictures (R7), and Comic Pictures (R35). The seventh set Pirate Treasure (R110) is more plentiful and attainable for collectors. An example of a six-card strip is show below. The six-card strip images were obtained from the Richard Edwards Auctions website ¹. Richard Edwards Auctions ¹ recently auctioned the complete M.J. Holloway & Co. collection of 10-strip cards with 6-cards per strip for a whopping $8,295! The collection is also shown below.

Airplane Pictures (R7) 10-card Set Highlighted in Red Box

According to Christopher Benjamin [2] in his definitive work The Sport Americana Price Guide to the Non-Sports Cards 1930-1960, only a single example from each of the R2 and R7 sets is found within the illustrious collection of legendary collector Jefferson Burdick, which is now housed in the Metropolitan Museum of Art. Most of what is known about the sets today, including their issuance in strips and check-listing, is the result of information compiled by Christopher Benjamin in the 1980s. Over the past 25 years, not much additional information has been learned about these mysterious issues and very few examples have surfaced.

The set(s) shown above is the first time these 10 uncut strips have ever been available at public auction. The Richard Edwards Auctions [1] lot represents the largest offering of cards from these elusive sets that they were aware of, and to the best of their knowledge is the largest group even known to exist. Each strip measures 18 × 2.5 inches with dotted lines separating the six cards which appear in the same order on each strip: R202-R2-R204-R203-R7-R35. Any example from one of these six sets is rare, but to be presented with sixty examples, in original uncut form, and appearing in as superb condition as they did, was remarkable. Prior to consigning these 6-card strips for auction by Richard Edwards Auctions, the consignor graciously shared them with the non-sport collecting community via the popular Network54 Vintage Non-Sports Chat Board [3]. These ten strips serve as the plate specimens for the non-sport image gallery maintained on the site, which until then did not have any images for reference. As such, these strips are the very cards that have helped to properly document and checklist these six sets for the collecting community. The ten strips represent what was, perhaps, a once-in-a-lifetime opportunity to acquire six very rare sets in their entirety uncut form. As mentioned above, the set sold for $8,295.00!

The Airplane Pictures (R7) set occupies the fifth position in the six cards strip. The card fronts represent ten significant aircraft of the 1930s. The card fronts feature color artwork of various types of aircraft including fighters, seaplanes, amphibians, and a dirigible. The artwork is encased in a strong black borderline and surrounded by a white border with dashed cut lines on the left and right card edges. The only captions on the card fronts are the name of the aircraft which appears within the image area in either the upper left hand or lower right hand corners. The backs of the cards are divided into a vertical stack of four sections: (1) Episode Number or card number, (2) Aircraft Name, (3) descriptive text, and (4) M.J. Holloway & Co. advertising copy. When cut from the six-card strips, the individual cards measure 2½ × 3 inches. The American Card Catalog number for the set is R7.

Image Guide

The following card images were obtained from the Network54 Vintage Non-Sports Chat Board [3] website and computer enhanced for presentation purposes. The original scans obtained from the Network54 Vintage Non-Sports Chat Board website are also included beneath the image guide. [3]

R7 Adventure Picture Original Card Scans
1 1b 2 2b 3 3b 4 4b 5 5b 6 6b 7 7b 8 8b 9 9b 10 10b


M.J. Holloway & Co. Airplane Pictures (R7) Checklist
1The Falcon
2Sikorsky Amphibian
3Lockheed Air Express
5Curtiss Seaplane
6Boeing Model 100
7Stinson Detroiter
8Ford Tri-Motor


  1. Robert Edward Auctions: R202-R2-R204-R203-R7-R35 Auction
  2. Benjamin, Christopher, The Sport Americana Price Guide to the Non-Sports Cards 1930-1960, Number 2, Edgewater Book Company, Inc., Cleveland, OH, 1993, ISBN 0-937424-66-8, pp. 18
  3. Tom Boblitt and Dan Calandrielo, Network54 Vintage Non-Sports Card Chat Board, Homepage
  4. John A. Shupek: Card images via the Skytamer Archive Digital Image Database.


Skytamer Images (
Est. 1998