Trade cards enjoyed their heyday from the 1870’s until the early 1900’s. With the advent of multicolor chromolithography, by the mid 1870’s full color trade cards had fully emerged as a popular form of advertising for a wide variety of manufacturers and retail establishments and were often given out as bonuses or inserted into product packaging as prizes. The cards ranged from simple rectangular images with a company name in the early years to more elaborate die cut, fold out, and mechanical cards by the turn of the century. “Hold to the Light” trade cards were one sided cards with a color litho illustration and advertising copy printed on the front side. Also called, “Magic Cards”, they were designed with holes or thin paper so that by holding the card to a light source, the light would shine through (for starlight or candlelight) or an image printed on the back side would show through and become part of the picture on the front. Like die cut or mechanical cards, they attracted special attention and were often saved because of their entertaining qualities. This Hold to the Light (HTL) French trade card promotes Moka & Chicorees Du Docteur, a Lille tea manufacturer founded in 1816, “the only one whose products are recommended by the doctor” according to the back of another one of their trade cards. The card was printed by the Academie des Arts Graphiques on lightweight paper. It is a bit smaller than many, measuring 2 3/8” x 3 7/8”. The front side has an image of Harlequin embracing Pierrette beside a wishing well. Holding the card to the light, Pierrot appears, arms raised, shocked and dismayed. The card is titled, “Surprise par qui?” (Surprised by who?) The card is in good condition with a chip on the top and some toning on the verso. Please examine the photos and feel free to contact me if you have any questions. While you are here, do enjoy the other ephemera I have available at this time. Thank you for visiting my shop today.