1938 Gum Inc. Horrors of War: A Collector's Guide

Two hundred eighty-eight cards that showed American kids the wars of the late 1930s in shocking color.

In 1938, the world was sliding toward war, and Philadelphia's Gum, Inc. put that reality into penny packs of gum. Horrors of War, cataloged as R69, showed the bombing of cities, the sinking of ships and the suffering of civilians, all in vivid color. It caused a stir when it was released, and it remains one of the most historically significant card sets ever made.

The Set at a Glance

• Issuer: Gum, Inc. of Philadelphia, the company behind the 1940 Superman and 1935 Mickey Mouse sets.

• Cards: 288. The original series is #1–240, and a supplemental "More Horrors of War" series is #241–288.

• Size: About 3⅛ by 2½ inches.

• Fronts: Colorful, detailed paintings of battle scenes and atrocities.

• Backs: Detailed descriptions of each scene, written in a dramatic, newspaper-like style.

What the Cards Cover

• The original series (#1–240) covers the Sino-Japanese War, the Spanish Civil War and Italy's invasion of Ethiopia.

• The supplemental series (#241–288) adds Soviet-Japanese border clashes and the 1938 Sudeten crisis, including the meeting between Neville Chamberlain and Adolf Hitler.

Several cards name Hitler in their titles, including #277, #283 and #286. They're among the set's most historically striking cards.

Key Cards

• #9 U.S.S. Panay Is Attacked by the Japanese and #54 U.S.S. Panay Sinks as Crew Abandons Ship. The 1937 Panay incident was a major news story for Americans, and these cards draw strong interest.

• #22 Big Shells Kill Madrid Children at Play and #74 The Starving Children of China. The images that made the set controversial.

• The Hitler cards in the supplemental series.

• #1, the set's first card, condition-sensitive like every #1.

Propaganda or Warning?

Historians still debate how Horrors of War functioned. The cards are unflinching about violence, and they shaped how many young Americans saw the conflicts overseas. According to one account cited by Cardboard Connection, President Franklin D. Roosevelt even used the cards to show Americans what was happening abroad. Whatever the intent, the set is a primary source for how the late 1930s looked to American children.

The High Numbers

The supplemental cards #241–288 were issued after the main run, and complete original sets are much harder to assemble than near-complete runs. Many sets offered at auction stop short of 288. If you're building the full set, expect the high numbers to be your biggest challenge.

Watch for Reprints

Reprints of Horrors of War, including reprints of the high numbers, exist. Be cautious with bright white stock, overly crisp images and cards that look too fresh for a 1938 issue. Buy expensive cards graded or from dealers who guarantee authenticity.

Condition Issues to Inspect

• Corner wear and rounding, nearly universal on 1930s cards.

• Creases and surface wear.

• Centering, which varies widely.

• Staining, toning and paper loss from scrapbooks and albums.

• Trimming, a common issue with pre-war cards. Compare dimensions with a known original.

Building the Set

Start with a near-complete lot. Buying a large group of original-series cards is often the efficient way in.

Chase the high numbers deliberately. Track #241–288 on a separate checklist.

Choose a condition band. A consistent VG run looks great and is far more achievable than a high-grade set.

Grade the keys. The Panay cards, the Hitler cards and any high-grade card justify authentication and grading.

Storage and Display

Use acid-free sleeves and holders sized for pre-war cards, and never force them into tight holders. Store cards flat, away from heat, humidity and light. Because of the subject matter, many collectors display the set in an album rather than framing it.

Pricing Horrors of War

Cards from this set hold value in almost any condition, because demand comes from history collectors as well as card collectors. Expect the Panay cards, the Hitler cards and the high numbers to carry premiums. When you research prices, confirm whether a sale was a single, a run or a near-complete set, and compare graded sales with graded sales. Near-complete sets are common at auction, so check how many cards are missing and which ones.

Who Collects Horrors of War

Military history collectors, pre-war card collectors and students of 1930s propaganda all pursue this set. Many collectors build specific themes rather than the full 288, such as the Spanish Civil War cards or the Panay incident, which makes singles steady sellers.

Frequently Asked Questions

How many cards are in the 1938 Horrors of War set?

Two hundred eighty-eight: the original #1–240 plus the supplemental #241–288.

What wars does Horrors of War cover?

The Sino-Japanese War, the Spanish Civil War, Italy's invasion of Ethiopia, Soviet-Japanese border clashes and the 1938 Sudeten crisis.

Are there Horrors of War reprints?

Yes. Reprints exist, including of the high numbers. Buy expensive cards graded or from trusted dealers.

Why is Horrors of War called R69?

R69 is the set's designation in the American Card Catalog, the classic reference for vintage non-sports cards. Auction houses still use it.

Are the high numbers harder to find?

Yes. The supplemental #241–288 cards are generally the last ones set builders need.

Shop Pre-War Non-Sports at Crafted TCG

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