KOVELS: ANTIQUES & COLLECTING

Moxie, the soft drink that was introduced as a medicine in a Massachusetts drugstore in 1876, used some very early automobiles in advertising campaigns. In 1915 or 1916 Frank Archer, the Moxie adman who started as a clerk at the Moxie Nerve Food Co., designed the first Moxie Horsemobile. It was an eye-catching fullsized car with a live horse mounted on the back. The first Horsemobile was topheavy and dangerous to drive, so it was redesigned with a horse made of papier-mâché. In later years the horse was molded from aluminum. The first car was a Dort Speedster, but in later years the car was a Buick, a LaSalle or a Rolls Royce. Horsemobiles were driven in parades by daring drivers who rode the horse while controlling the vehicle's speed and steering with specially designed pedals and extensions. Moxie advertised in many ways and sold a lithographed tin toy replica of the full-sized Horesmobile. Today there are organized groups of collectors who search for Moxie-related items. In March a very rare version of the toy Horsemobile with a blue car sold at Bertoia Auctions in Vineland, N.J., for $5,750.

COURTESY PHOTO This strange toy, a car driven by a rider on a horse, is the famous Moxie Horsemobile used to advertise the soft drink from 1915 into the 21st century. The tin die-cut toy, 8 ½ inches long, sold in March at Bertoia Auctions of Vineland, N.J., for $5,750. . Ms. Kovel answers readers questions:

Q: I received some TootsieToy dollhouse furniture for Christmas in 1941 and still have it. What can you tell me about it?

A: TootsieToy dollhouse furniture was made by the Dowst Brothers Co. from 1922 until 1937. The company was started by Charles Dowst in 1876 and became Dowst Brothers Co. after Charles's brother Samuel joined the business. Dowst made die-cast metal collar buttons, novelties, Cracker Jack prizes and other small toys. TootsieToys were named after a Dowst granddaughter, Toots. The brand name was first used on dollhouse furniture in 1922 and was registered in 1924. The 1923 Sears catalog advertised "Tootsie Metal Doll House Furniture." Sets of living room, dining room, kitchen, bedroom and bathroom furnishings were offered for 83 cents a set. Dowst advertised TootsieToy as "America's oldest toy company." A complete set of bedroom furniture in the original box sold for $165 last year. Individual pieces usually sell for $15 to $35.