A “blad” is generally defined as a flier or other piece of promotional material, distributed by a publisher to sell a product. As such, it is created in far smaller numbers than the actual book and rarely saved…a classic piece of ephemeral matter. Not inconsequentially, however, blads can very well contain other important information: publication dates, the number of first copy printings, advertising figures, and display options, all lacking from the book itself.

This pop-up blad is by the team of Robert Sabuda and Matthew Reinhart. Gods & Heroes (Candlewick, 2010) is from the authors’ Encyclopedia Mythologica series and features a large pop-up of Jason’s ship, the Argo, plus three additional side pop-ups. The back cover provides important marketing info. Both Sabuda and Reinhart have signed in ink. This advertising blad measures 7-1/2 x 9-1/2” and in Fine condition.