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 blad for Robert Sabuda’s The 12 Days of Christmas (Little Simon, 1996) features two pop-up illustrations: a partridge in a pear tree and two turtle doves.. For one of Sabuda’s first major pop-up books, this blad’s cover is less elaborate than many of the author’s later ones and comes with a plain white exterior and a stick-on label. Sabuda has inked, “Merry 12 Days of Christmas” and added his full name. This advertising blad from the modern master of pop-ups measures 8 x 8” and in Fine condition.