Sinclair Oil Company Post Card for 1933 Century of Progress

The ‘Century of Progress International Exposition’ was held during 1933-1934 in celebration of Chicago’s centennial. Also known as the Chicago World’s Fair, the most advanced technology available was on display for the pleasure of attendees. One of the more popular pavilions was Sinclair Refining Company’s 2 ton, animated exhibit of ‘Dino the Dinosaur’. The intent was to associate the origin of the product’s raw materials with vast age, insinuating it was better quality. People could not fathom how large these animals really were until they stood near this giant and even then, it was difficult to believe. The dinosaur’s popularity resulted in the company’s use on mail advertising beginning the same year in the form of Sinclair Dinosaur Illustrated Postage Meter Slogans.

Sinclair Dinosaur Exhibit at the Century of Progress

Text on the rear of the post card reads:

“Sinclair Dinosaur Exhibit – The Dinosaur Exhibit built by the Sinclair Refining Company at the 1933 World’s Fair in Chicago is the first attempt to recreate out-of-doors a portion of the earth’s surface as it existed 100 million years ago. The huge beast shown on the card is a Brontosaurus. He bulked 40 tons in life and was 70 feet long.”

Obverse of post card depicting ‘Dino the Dinosaur’

This post card, printed in DEEPTONE color by R.R. Donnelley & Sons Co., Chicago, was an opportunity to use the public’s fascination with dinosaurs as free advertisement for the company. I was told many years ago that a second post card exists with a similar design but I’ve never seen it in the 50 years I’ve collected this material.

Sinclair card used from Exposition with postmark

The real treasure when it comes to this post card however is an example of one actually mailed from the exposition’s post office – what a wonderfully exciting find this was!