1935 Gum Inc. Mickey Mouse: A Collector's Guide

Ninety-six cards of Depression-era Disney, with a pun on every one.

By 1935, Mickey Mouse was seven years old and already the most famous cartoon character in the world. Philadelphia's Gum, Inc. put him into bubble gum packs with a 96-card set built entirely around Disney humor. Cataloged as R89, the 1935 Mickey Mouse set is one of the earliest major Disney trading card issues and a cornerstone of pre-war non-sports collecting.

The Set at a Glance

• Cards: 96, issued in two series. Series 1 is #1–48 and Series 2 is #49–96.

• Size: About 2½ by 3⅛ inches.

• Fronts: Color artwork of Mickey, Minnie and the gang, each built around a pun or gag. Minnie usually comments while Mickey delivers the punchline.

• Backs: A brief description of the scene, and a line noting the cards were issued in Philadelphia.

The Gags

The humor is the point of the set. On card #81, Mickey is on skates with a hockey stick, and Minnie asks if he's a nice skater. He's an "Ice Skater," of course. The golf card shows the pair on the links with the caption "Striking fellow, isn't he?" The gags are corny in exactly the way 1930s kids loved, and they give the set more charm than almost any other pre-war issue.

The cards' Q&A format ties into the albums. Gum, Inc. produced an album for each series, with a reserved spot for every card. The captions pose questions and send collectors to specific cards for the answers. The albums are copyrighted by Walt Disney and credit Hal Horne for the gags.

The Cards 1–24 Variation

There's a detail here that many sellers miss. Cards #1–24 exist in two types:

1. The answer to the card's question appears on the same card.

2. The answer appears on a different card.

All 96 cards exist in the second type, but only #1–24 also come in the first. Master set builders track both. Make sure any listing tells you which type you're buying.

Key Cards

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

• #74 (golf) and #81 (hockey). These two crossover cards draw demand from sports collectors as well as Disney collectors, so they sell faster and higher than the typical single.

The Canadian Version: O-Pee-Chee V303

O-Pee-Chee of London, Ontario issued a Canadian version, cataloged as V303. It uses the same pictures, descriptions and card numbers, but the backs state that the cards were printed by O-Pee-Chee. If you're building a U.S. R89 set, check the backs. If you're a Canadian collector or a variation hunter, the V303 cards are a satisfying parallel project.

Related Set: Mickey Mouse With the Movie Stars

Gum, Inc. followed up with a related issue, Mickey Mouse with the Movie Stars, cataloged as R90, which paired Disney characters with Hollywood celebrities of the day. Collectors sometimes mix the two in lots, so confirm the set designation before buying.

Condition Issues to Inspect

• Corner wear and rounding on nearly every surviving card.

• Album damage. Many cards were pasted into the albums, leaving glue stains, paper loss or thinned backs.

• Creases and surface wear from heavy handling.

• Centering. Many cards are cut off-center.

• Toning and staining, especially on the backs.

• Trimming, a common issue with pre-war cards. Compare with the 2½ by 3⅛ inch standard.

Building the Set

One series at a time. Building Series 1 and Series 2 separately keeps the project manageable and lets you match condition within each half.

Decide on the variation early. If you want the cards 1–24 variations, plan for 120 cards rather than 96.

Look for an album. An intact original album, with or without cards, is a desirable piece of history and a natural way to display a set.

Grade the keys. The golf and hockey cards and any high-grade card justify authentication. Most mid-grade commons don't.

Mickey in 1935

When Gum, Inc. issued this set, Mickey Mouse had been a star since Steamboat Willie in November 1928. By the mid-1930s he was on watches, toys, books and lunch pails around the world, and Disney's licensing machine was in full swing. The 1935 cards capture that moment: a confident, cheerful Mickey with Minnie and friends in everyday gags, before the character was redesigned in later decades. For Disney collectors, the set is as much a snapshot of early Mickey merchandising as it is a card set.

Displaying the Set

Because the jokes run across cards, many collectors display the set in order, in nine-pocket pages or an archival album that mimics the original. If you're lucky enough to own an original album, store it flat in an archival box rather than on a shelf. Keep cards out of the album's original pages if they're not already mounted, since period paste is what caused most of the damage you'll see on surviving cards.

Frequently Asked Questions

How many cards are in the 1935 Gum Inc. Mickey Mouse set?

Ninety-six, split into two 48-card series. Cards #1–24 also come in a second variation.

What's the difference between R89 and V303?

R89 is the U.S. Gum, Inc. issue. V303 is the Canadian O-Pee-Chee version, with the same fronts and numbers but O-Pee-Chee printing credits on the backs.

Why are the golf and hockey cards worth more?

They appeal to sports card collectors as well as Disney and non-sports collectors, which broadens demand.

Shop Vintage Disney at Crafted TCG

Browse pre-war and Disney cards at Crafted TCG. Every listing shows the front and back, so you can check the variation and condition yourself.