LAM 1953 Advertisement — The Sport Baby Brakes for Children

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un vélo
à sa
taille !….

Pour ses mains d’enfant,
des freins « enfant »

LAM a mis au point
UN FREIN SOUPLE
(Nos 112 & 113)
muni de poignées spéciales:
3 à 7 ans (115 bis) 7 à 12 ans (114 bis)

SPORT
BABY LAM

Groupez vos achats chez les grossistes

Etablissements H. LAMARQUE, 27, rue des Prairies, PARIS (20e)

Rebour

[A full-panel advertisement in black and white. A large line drawing fills the upper right: a small boy in short sleeves and shorts, seen from behind, stands on tiptoe on a pavement and reaches up with both hands to the handlebar grip of an adult-sized bicycle. The bicycle is drawn with a headlamp on the front fender, a brake cable looped from the lever, a top tube, pedals and a rear wheel at the right, with short speed lines under the front wheel. The slogan at the upper left is set in heavy rounded sans-serif lowercase type. Bold hand-lettered lines beneath the drawing give the brake text, with the firm’s mark “LAM” in italic capitals and the brake numbers in parentheses. At the bottom the words “SPORT BABY” in heavy shaded capitals stand beside a very large “LAM” pierced by an arrow and crowned by a flourish, drawn as a bow. A black band below carries the wholesaler line in white script, and the firm’s name and address sit in a ruled strip at the foot. The drawing is signed at the right of the boy’s legs “Rebour” with a monogram initial before it.]

[This advertisement shares page 128 of L’Officiel du cycle with advertisements for Fonlupt, Le Kangourou and Delangle, each held here as its own record, and others for the Geno motorcycle helmet and the Monoto voiturette.]