Rudolph the Red-Nosed Reindeer.

MAY, Robert L.

Item Number: 123790

First edition, first state of this beloved Christmas tale, with elves loading Santa’s sleigh on page [6] and the tri-motor airplane on page [9], later changed to four-motor plane. Quarto, bound in full cloth, with 41 illustrations by Denver Gillen. Presentation copy, inscribed by the author on the title page, “A merry Christmas to Florence… and the very best of luck… from Rudolph’s pop – Robert L. May.” In very good condition. Housed in a custom half morocco clamshell box. We have never encountered a signed example, rare and desirable.

Montgomery Ward and Company asked Robert May, a copywriter on its advertising staff, to write a booklet of Christmas verses as a premium for children to take home after visiting the department store’s Santa Claus. May produced Rudolph the Red-Nosed Reindeer, an endearing take on the familiar “ugly duckling” theme, written in verse that mimics “The Night Before Christmas.” The booklet, delightfully illustrated by Chicago-based artist Denver Gillen, proved so popular that Montgomery Ward continued to publish it until 1946. May subsequently sent a copy of Rudolph to his friend, songwriter Johnny Marks, who wrote the tune Gene Autry made famous.