In Auction #176 we offered the Vol. 1, #2, 1950 holiday issue of this publication which brought $1,380. This is Vol. 1, #3 mid-year issue for 1951. 9x12” with 68 glossy bw pages and a large fold-out insert. Published by Hopalong Cassidy Enterprises. Comes with original 9.5x12.5” mailing envelope with “Hopalong Cassidy Enterprises” return address. Scattered margin wear, penciled date on front top center but Fine. Also comes with 3.25x6.25” invitation card, its front depicting man pinning up billboard which reads “Hopalong Cassidy Enterprises” along with additional text “Invites You To Room No. 735.” Text continues on inside listing various Hopalong Cassidy products including “Apparel…Outer Wear…Furnishings…Accessories For Little Boys And Big Boys – Bama Market Week Of The Boys’ Industry – Hotel New Yorker April 19 Through May 3.” N. Mint. The primary focus of this magazine is to promote the plethora of Hoppy merchandise that was available, a stunning amount of products are pictured and described. Along with merchandise ads, are several additional interesting pages of contents including list of public appearances made by Hopalong Cassidy (William Boyd), list of TV stations carrying his TV program, list of newspapers carrying his comic strip with example strip shown, etc. Featured merchandise (mostly shown as illustrations with limited number of actual photos) include hats, gloves, jeans, jackets, sweaters, underwear, rain set, leather jacket, wallet, neckwear, cowboy & cowgirl outfits, frontier suits, western shirts, pajamas, robes, belts, mannequins, lamps and lunchbox by Aladdin, spurs, pistols, holster sets and cuffs, bedspreads, ballpoint pen, games, greeting cards, record albums, jewelry, trick rope, bath set, motion lamps, picture gun, paint/coloring sets, television chair, inflatable Topper, “Official Giveaways” of buttons, balloon and pencil, etc. Some of the items shown that we have never seen examples of include 5’ tall Hopalong Cassidy on topper standee, store display accessories, hats with photo stickers, display mannequins, charm bracelets, inflatable Topper. Also has 4-page insert that opens to 17.5x24” with layouts to use as newspaper ads and featuring many of the merchandise items mentioned. Tiniest trace of staple rust and extremely minor cover wear from handling with pinch creases along spine. Exceptionally clean and Exc. copy overall. A remarkable assemblage of the products available in 1951 from the authorized Hopalong Cassidy licensees. Issued in very limited quantities to the buyers for major retailers. This is the only example we’ve seen of this particular issue and what makes it even more impressive than the previous 1950 issue we offered is that it comes complete with envelope and invitation. Additional photos online.