Raphael Tuck & Sons, Ltd.
Red Riding Hood (Panorama Book). Advertsing Premium for Hutzler Brothers Department store
London, Paris, Berlin, New York, Montreal: Raphael Tuck & Sons, Ltd., [n.d., circa 1911]. First edition
Designed in England. Printed in Berlin. “Patent applied for.”
Publishers to Their Majesties the King & Queen & T.R.H. the Prince & Princess of Wales.
Oblong 12mo (approximately 4¾ × 2¾ inches; expands to 17¾ inches wide). Accordion-fold panorama toy book with four pages of rhymed story text and six folded leaves, including five chromolithographed die-cut scenes and one green-printed punch-out leaf with eight figure bases. Original embossed chromolithographed pictorial wrappers, upper cover depicting Beauty kneeling before the Beast; inside front wrapper with printed assembly instructions titled “How to Make Each Figure Stand Separately and Form Innumerable Tableaux”; final leaf printed on verso only and mounted to rear wrapper.
Issued as part of Raphael Tuck’s “Father Tuck’s Panorama” series, this richly printed transformation toy book presents the classic fairy tale of Beauty and the Beast in an interactive, three-dimensional format. The rhyming narrative text is followed by a vibrant accordion-fold display that may be cut and stood upright using the included bases, allowing children to reconfigure the characters and scenes into a variety of positions.
Condition: Good. All die-cut figures and punch-out stands are present and unpunched. The stands are complete and unbroken. No damage to the interior scenes. The binding is starting to separate approximately one-quarter of the way down the spine, but remains attached and functional.
Collector’s Corner:
Hutzler Brothers & Their Rare Tuck Panorama Advertising Premium : This Father Tuck’s Panorama edition of Little Red Riding Hood is distinguished not only by its elaborate chromolithographed scenes and punch-out standees but by its origin as an advertising premium for Baltimore’s premier department store, Hutzler Brothers Co. The firm's name appears boldly across the cover—evidence of its collaboration with Raphael Tuck & Sons, a practice then reserved for only the most prestigious retailers.
Founded in 1858 by Abram G. Hutzler, the store grew from a modest storefront on Howard Street into what came to be known as “The Palace,” a five-story architectural marvel built in 1888 of Nova Scotia gray stone and adorned with carved heads, grand display windows, and passenger elevators. By the early 20th century, Hutzler’s had become a Baltimore institution—known for refined service, generous return policies, and the largest cloak and lace department south of New York. Its aesthetic and marketing prowess rivaled that of any Fifth Avenue counterpart.
By 1908, the firm had expanded dramatically, celebrated its 50th anniversary, and officially incorporated as the Hutzler Brothers Company. It marked the occasion with a commissioned portrait by famed artist Harrison Fisher—emblematic of the store’s dedication to both elegance and local pride.
Albert Hutzler Sr. became president in 1919 and led the company through a period of significant prosperity and expansion. Albert Sr. passed away in 1962, but Hutzler’s was still considered the store of Maryland.The business remained a fixture of Baltimore retail well into the late 20th century. Hutzler’s ultimately closed its last store in 1990, marking the end of a 132-year run since its founding in 1858.
The edition of Little Red Riding Hood offered here likely dates to circa 1911–1914, shortly after the firm adopted its modern “Hutzler Brothers Co.” branding (in use from 1908 onward). It would have been presented to young patrons or families as a premium—both a marketing tool and a charming keepsake reflective of Hutzler’s aspirational image.The campaign surrounding this Father Tuck’s Panorama Series booklet was likely orchestrated by Leslie H. Peard, then head of advertising for Hutzler Brothers, in coordination with the Munder-Thomsen Company, noted for high-quality print work during the era.
Unlike most mass-market versions of this panorama book, this issue bears direct evidence of its place in Baltimore’s early 20th-century retail culture. It bridges the world of fine toy publishing and elite department store merchandising, making it of special interest to collectors of movable books, regional advertising ephemera, and department store history.
Identifying First vs. Second Editions:
First editions (c. 1907–1914) often bear the imprint “Publishers to Their Majesties the King & Queen” beneath the instructions. Second editions lack this royal warrant and instead show the 1931 patent reference.
While the imprint “London · Paris · New York / Printed in Bavaria” was primarily used by Raphael Tuck & Sons between the 1890s and 1914, the line “Patent Applied For 12879/31” printed on the instruction page conclusively dates this edition to 1931 or shortly after. The UK patent format “/31” denotes the year of application or registration (1931), and the filing is attributed to Gustave and Desmond A. Tuck, indicating a second edition reissue.
Originally issued between 1907 and 1910, the Panorama Toy Book series was revived in 1931 and listed in the 1932 Raphael Tuck catalogue under the banner Father Tuck’s Picture Land Panoramas. Sets were also sold boxed.
Second Editions: 
rst editions (pre-WWI) - circa 1911-1914 can often be identified by the phrase “Publishers to Their Majesties the King & Queen” under the imprint on the instruction page
First editions: 
Collector’s Corner:
This miniature panorama book is part of Raphael Tuck’s beloved Father Tuck’s Panorama Series, a line of interactive chromolithographed toy books that allowed children to cut out, stand up, and arrange colorful tableaux. These were marketed both individually and as gift sets, and were also used as advertising premiums.
Each booklet includes a colorful embossed cover, detailed cut-out sheets, a punch-out base page, and a rhymed story text—offering both narrative and imaginative play. Despite their ephemeral format and small size, complete, unpunched examples are exceedingly rare.
Titles in the Series (1932 Catalogue):
No. 7000 – Feathered Friends
No. 7001 – Buttercup Farm
No. 7002 – Robinson Crusoe
No. 7003 – Little Red Riding Hood
No. 7004 – Cinderella
No. 7005 – The Three Little Kittens
No. 7006 – Little Snow White
No. 7007 – Beauty and the Beast
No. 7008 – Off for the Holidays
Other editions and promotional variants also include:
Forest and Jungle
The Toy Army
A rare German-language counterpart has also been identified: Aschenbrodel: Bilder zum Ausschneiden und Aufstellen (Hannover: Mölling & Comp.), a Cinderella-themed panorama that reuses the same plates. Mölling printed for Raphael Tuck and occasionally issued their own editions in other languages (see Sheridan-Quantz, 2013).
Continental Variant:
A rare German-language edition of this punch-out panorama series has been identified under the title Aschenbrödel: Bilder zum Ausschneiden und Aufstellen ("Cinderella: Pictures to Cut Out and Display"), published by Molling & Comp. C-G., Hannover. A copy of this edition can be viewed on our site:
https://www.vintagepopupbooks.com/Antique-Panorama-by-Molling-FINE-condition-p/t-1b.htm
Molling & Comp. was among several German firms that printed books for Raphael Tuck & Sons in the early 20th century. In certain cases, Molling repurposed Raphael Tuck's original lithographic plates or stones for use in their own publications. These adaptations were not mere reprints but included translated text and subtle design changes tailored to non-English-speaking markets.
Further Reading:
Whitton, Blair & Margaret. Collector’s Guide to Raphael Tuck & Sons: Paper Dolls, Paper Toys & Children’s Books. Hobby House Press, 1991. A definitive illustrated reference with historical context, detailed entries, and rare images.
Montanaro, Ann. “Raphael Tuck History.” Movable Stationery, Vol. 13, No. 2 (May 2005). Reprinted and updated with permission at:
VintagePopupBooks – Raphael Tuck History
TuckDB Ephemera. An expansive online archive documenting Raphael Tuck’s vast output of books, postcards, and novelties. Includes high-resolution scans, dating tools, and full reproductions of historic Tuck catalogs: https://www.tuckdbephemera.org.
Together, these resources offer essential context for understanding the artistic, cultural, and historical impact of one of the most prolific publishers of late 19th- and early 20th-century children’s books.
References:
Lisicky, Michael J. Hutzler’s: Where Baltimore Shops. Charleston, SC: The History Press, 2009.
Blair & Margaret Whitton. Collector's Guide to Raphael Tuck & Sons: Paper Dolls, Paper Toys and Children's Books. Hobby House Press, 1991.
Ann Montanaro. “Raphael Tuck History.” Movable Stationery, Vol. 13, No. 2, May 2005. Reprinted at VintagePopupBooks.com.
UK Patent No. 12879/31, filed 1931.
Sheridan-Quantz, Edel. “'Our publications are available worldwide': A Forgotten German Printer and His Global Connections 1887–1939.” Chimera: The Journal of the Institute of Children’s Literature 26 (2023): 59–68. https://journals.ucc.ie/index.php/chimera/article... (Molling)