By Carol Mobley Some postcards just catch your eye. The colors are bright, the subjects are interesting and they are whimsical. The postcards I am thinking of are created by Alfred Mainzer and depict primarily cats and dogs dressed as humans doing human activities. The images are usually of some activity with a score of other things happening in the scene.
For example – There is a card of cats watching a movie, but as you can see, there is a lot more going on than just a movie! Sling shots and other misbehaving actions steal the eye away from the main picture.
In 1938 the Mainzer company was founded by brothers Renate and Alfred Mainzer, who started the business in their New York City home. They began by pasting animal, scenic, and floral postcards imported from Switzerland onto folders to be sold as greeting cards. As the business grew, they expanded into greeting cards and other postcards and moved into a rented facility and in 1955 they bought the company’s current warehouse in Long Island City, NY.
The earliest cards, those before 1940, were printed in Geneva Switzerland by Max Kunzli and once Mainzer purchased the plates the Mainzer name was added. They have a ragged soft edge and softer colors with the Mainzer New York address and the Max Kunzli name on back. Pictured on page 11 are 3 examples of the softer edge postcards; hockey, bicycle racing and bowling. Mainzer postcards were also printed in Belgium, Spain, Turkey and the United States. The Alfred Mainzer Company still exists and today and sells a “collector series” of the Mainzer dressed animal postcards. The company is still located at 27-08 40th Avenue, Long Island City, NY. By following the company history, one is able to date the various printing of their postcards.
The US printed cards can be dated by the address on the back on the postcard. Cards with the 118 East 26th Street, NY address were printed before 1955. Long Island City, NY cards were printed between 1955 and 1977. Cards with the 27-08 40th Ave. Long Island address are still being printed today. It is estimated that there are between 200 and 300 different views. An example of the newer printed card shows cats skiing. The animal postcards depict sports, hobbies, everyday life activities like school and dentist office visits. Most have an element of surprise, some impending accident or action. It takes time to appreciate the detail in each card.
To see more Mainzer cards or find another treasure come on out to the Jefferson County Fairgrounds Friday and Saturday, January 17-18 for the Denver Postcard and Paper Show. Mention you saw the article and get $1.00 off admission.
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