9x12" spiral bound with 48 pages. Pages are stiff paper with tipped-on sheets and other paper objects. This was the first of four such Christmas promo books issued yearly by Kay Kamen from 1934 to 1937. This was in addition to the standard merchandise catalog that Kamen also introduced in 1934. First page is a forward including text "Bearing In Mind The Knowledge Of The Public's Consciousness And With A Combination Of Ideas From The Leading Publicity And Display Executives Of America, We Present This Store-wide Mickey Mouse Christmas Promotion." Fourteen pages are basically text only sheets although top/bottom border desig feature small images of Disney characters. This includes very detailed information on promotions including: how to stage a parade, how to stage your toy dept. including a Mickey post office and broadcasting station, letter to parents, gift offer to children, and much more as well as price lists. Specific items mentioned include masks and the rare 3.5" salespersons badge. There are five pages of art featuring menu designs, promo alphabet letter designs with Disney characters, Mickey model sheet, etc. Five pages have attached actual example masks by Einson-Freeman of Mickey, Minnie, Wolf & Three Pigs. Two pages have photos of premium items including magic slate, movie palette, and pile of Mickey buttons. One page has a fold-out blueprint for designing a Mickey house. One page shows the rare "Life-size" Mickey & Minnie Charlotte Clark display dolls (which we sold a set of in Auction #192 for the world record price of $151,534). One page shows life-size Mickey & Minnie heads to be worn by adults for "A Visit From" promotion. The real highlight of this book is 15 pages picturing a total of 28 different of the much sought after composition dimensional store displays by Old King Cole as well as five different cardboard displays. This includes six of the very large 5 feet by 7 feet animated displays which cost $275 then, and equates to over $4,000 in today's economy. Obviously, at that price point, very few stores purchased these and today only a few are known to exist. Inside back cover has Kay Kamen sticker seal (see item #2326). Back cover is loose from spiral binding. Cover otherwise shows just lt. wear and remains bright with reflective silver color and great image of Mickey inside a wreath. The stiff paper pages have some issues at binding with some separations, but nothing serious and all are firmly intact. The tipped-on pages show very little aging and are Exc., while rest of book is Fine. One of the most incredible Disney items we have ever offered and the only example of any of these Christmas promo books we have seen in our 45 years.