Four days of bidding opportunities are on the agenda for Morphy’s Coin-Op & Antique Advertising Auction on April 30 through May 3, 2025, in Las Vegas. Nearly 2,000 high quality lots will take the spotlight, including premier music, arcade and gambling machines, plus a bumper crop of antique and vintage signage touting everything from tobacco and alcoholic beverages to the various goods that would have been sold at general stores 100-plus years ago. Those who cannot attend in person can still join the fun by bidding absentee, by phone, or live online through Morphy’s bidding platform.

The superlative selection of well-provenanced rarities is led by the king of all penny arcade machines, a circa 1904 Mills Novelty Co., “Lion Lung Tester” that stands 103 inches tall. This machine, which is dominated by a deeply carved three-dimensional lion with a fearsome expression and mouth agape, is so iconic it was chosen for the front cover of the inaugural issue (March 2001) of the Coin Operated Collectors Association’s COCA Times magazine. When a penny is deposited, the giant cat’s eyes illuminate, and when a patron blows into the tester, the beast emits a roar. A continuously running clock displays how many seconds a given player can keep the lion roaring, hence a measurement of how strong their lungs are. The auction example is one of only two known machines of its type and has a line of documented ownership that goes back more than 50 years. It will make its auction debut with a $150,000-$300,000 estimate.

Another top prize is a rare circa 1905 “Ray-O-Lite” 1¢ rifle arcade machine made by the Automatic Target Machine Co. This improved model operates like the earlier lollipop style iteration with a cast iron target pedestal and bull’s eye target, but the difference is that it employs a dry cell battery. The updated cabinet model has eight added target features that are unique to its design, and its reverse-painted sign illuminates if the target is missed. The auction entry is a fresh to the market find that surfaced after Morphy’s sold another example, from the Rich and Sharon Penn collection, in December 2024. In working order and in VG condition, the rifle arcade machine is expected to reach the $75,000-$150,000 range.

Vintage baseball coin-op machines have held their values very well over the past several years. Morphy’s will offer a real gem during their May 3 session, a circa 1929-1931 Amusement Machine Co., 1927 “Play Baseball” floor model game. Known as Model H, with the serial number 1098, this classic machine comes with figural cast iron players on the field and its original lithographed cardboard stadium simulating a full crowd at the ballpark. In unrestored condition with an excellent condition infield, this machine has its original keys, a replaced marquee and top sign, and presents in VG condition overall. Estimate: $40,000-$60,000

Continuing on a sporting theme, a Paces Races 5¢ console horse race slot machine, made circa 1934 by Pace Mfg Co, shows off the stunning result of a high quality older restoration, with glass panel inserts on its side panels. An electromechanical game in good condition overall, it is operational but in need of service. Estimate: $10,000-$20,000

A very rare circa 1931 International Mutoscope “Shootomatic Merchandise Vender” 5¢ arcade prize dispensing game is a variation on a “digger” machine. It has been extensively restored, with a quartered oak cabinet and new plating to its mechanical components. Standing 65-1/2 inches tall, it is fully operational and comes with a nice selection of prizes, plus keys. Estimate: $20,000-$40,000

Rare and magnificent, a circa 1900 Mills Novelty Co., Violano Virtuoso is one of fewer than 20 of its type known to exist. Presented in its quartered oak cabinet with handsome “tiger” striping and a wonderful Art Nouveau bow front window, this handsome unit was fully restored at some point in its past. It delivers a breathtaking performance with a deep, rich violin tone and the flourish of a well tuned piano. All keys and six musical rolls accompany the machine, which is estimated at $60,000-$130,000.

Rare and eye-catching, a single reel token trade stimulator known as “The Eagle” was made around 1905, possibly by the Mills Novelty Co., for the Sundwall Company of Seattle, Washington. Its castings, with the exception of the top portion, are the same as are seen on Mills’ “Pilot.” The top casting includes a two-headed eagle and the embossed words “The Eagle.” The machine retains its original marquee, reel strip, award cards and back door with lock. This represents the first time an example of this coveted machine has ever appeared in a Morphy auction. Graded VG-Excellent, it carries a $30,000-$60,000 estimate.

Slot machines are led by an extremely rare circa 1939 Jennings “Silver Dollar Chief” $1 model. Its bas-relief metal appliques depict a Native American man in profile and two braves in the wild, one of them a scout; the other carrying a deer. The Silver Dollar Chief in Morphy’s sale is the actual example featured in Marshall Fey’s reference book Slot Machines: A Pictorial History of the First 100 Years. With all-original paint, reel strips, award cards, back door and cash box, it is offered with an $8,000-$16,000 estimate.

The product that would launch the pop art movement, Campbell’s Tomato Soup, is immortalized in the form of a 12-inch-high, single-sided porcelain thermometer that has survived many decades to emerge in outstanding condition. A working thermometer gauge at the soup can’s middle reads “On so many days – Soup is just the thing!” This all-American advertising piece retains excellent color and gloss, and is AGS-graded 93 and certified #11976. The presale estimate is $20,000-$30,000.

A circa 1900 single-sided self-framed tin sign advertises Yuengling’s Beer, Ale & Porter, products of a legendary Pottsville, Pennsylvania brewery. In 8.0 condition with a majestic eagle graphic at its center, this sign measures 23-1/2 inches in diameter and is estimated at $7,000-$14,000. Another stellar entry manufactured around 1900 is a single-sided tin sign advertising Old Sleepy Eye Flour (Sleepy Eye, Minnesota). In an oval cartouche at its center is an awe-inspiring graphic of Chief Sleepy Eye of the Sisseton Dakota tribe. Additional vignettes around the perimeter depict various Native American scenes. Measuring 29-1/2 inches by 25-1/2 inches and maker-marked “The Meek Company,” this 8.5 condition sign has been assigned a $6,000-$12,000 estimate.

Surveying the antique advertising selection from a lofty point is a fine 78-inch-tall cigar store American Indian figure attributed to Thomas V Brooks (New York, 1828-1895). Brooks was acclaimed for his carvings of ships and shop figures, especially Native Americans with distinctive V-shape headdresses. The figure offered by Morphy’s holds a cluster of cigars in one hand and leans on a post with the other. It has been restored in an extremely attractive palette of colors. Estimate: $15,000-$30,000

The auction will be held live at Morphy’s comfortable West Coast satellite gallery located at 4520 Arville Street, #1, Las Vegas, Nevada. The start time is 9 AM PT/12 PM ET. Preview weekdays by appointment from 9 AM to 4 PM local time starting one week before the auction; or on auction days from 8 AM to 9 AM. All forms of remote bidding will be available, including absentee, by phone (reserve line in advance), or live via the internet through Morphy Live. For condition reports or other questions, they can be reached toll free at (877) 968-8880 or email info@morphyauctions.com and online at www.morphyauctions.com.