The Collection of Hallmark Animal Pop-Up-Books (Slipcased Set)
(The Backyard Zoo, The Terrible Lizards); Brad Holland (The Kingdom of the Sea); Louis Marak (The World of Horses).
Mary Loberg and David L. Harrison (authors); Frieda L. Staake and Robert S. Robison
Kansas City: Hallmark Cards, 1966. Printed in Japan (first printing). Complete in original slipcase.
12mo (5¾ × 4¼ in.; 14.5 × 10 cm), each book 36 pp. with three V-fold double-page pop-ups: centerfold and under each cover.
This rare boxed set represents Hallmark Cards' first foray into movable books, issued in 1966 and containing four titles unified by a natural history theme. Each volume measures 5 3/4 × 4 1/4 inches (14.5 × 10 cm) and consists of 36 pages, with three V-fold double-page pop-ups: one in the center and one inside each cover. Titles include The Backyard Zoo, The Kingdom of the Sea, The Terrible Lizards, and The World of Horses. Each book is richly illustrated by a different artist and written for a young audience with a focus on educational storytelling.
Condition: All four volumes are in fine condition, protected by the original illustrated slipcase, which shows mild surface rubbing and edge wear. All 12 pop-ups are in fine working condition with no tears or repairs. Original bindings intact.
Collector's Corner:
According to archival research from Bowdoin College, this boxed set is widely recognized as Hallmark's first published series of pop-up books, marking the beginning of a production run that would ultimately span more than seventy titles by 1980. The books were written by Mary Loberg and David L. Harrison and illustrated by artists Frieda L. Staake, Robert S. Robison, Brad Holland, and Louis Marak.
As noted in Elaine Woo’s 2009 obituary for Waldo Hunt in the Los Angeles Times, early American pop-up books were assembled in Japan before production was shifted to other countries such as Columbia and Singapore. This confirms that printings marked “Japan” denote first edition status for Hallmark’s earliest pop-up titles. As Hallmark's early experience with Japanese printers proved inefficient, the company soon transitioned to production facilities in Colombia and Singapore. Hallmark’s entry into the pop-up market coincided with its acquisition of Waldo Hunt’s Graphics International, a move that launched decades of pop-up publishing success. While the paper engineer remains uncredited, the construction quality and interactive design reflect the high standards of Japanese postwar paper novelty production.
This boxed set is now considered a cornerstone collectible for Hallmark and movable book enthusiasts alike. Examples complete with their slipcase are increasingly difficult to obtain in such fine condition.
References:
New York Times. "Other Business; Publishing: How Columbia Popped Up From the Crowd." New York Times, August 30, 1981. https://www.nytimes.com/1981/08/30/business/other-business-publishing-how-columbia-popped-up-from-the-crowd.html.
Special Collections and Archives, Bowdoin College Library. "In Full Bloom: The Art of the Pop-Up Book." Accessed June 30, 2025. https://library.bowdoin.edu/arch/exhibits/popup/in-full-bloom.shtml.
Wikipedia contributors. "Ib Penick." Wikipedia: The Free Encyclopedia. Last modified February 14, 2024. https://en.wikipedia.org/wiki/Ib_Penick.
Woo, Elaine. “Waldo Hunt Dies at 88; Designer Credited with Reviving the Pop-Up Book.” Los Angeles Times, November 22, 2009. https://www.latimes.com/local/obituaries/la-me-waldo-hunt22-2009nov22-story.html.