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Morphy Auctions’ Las Vegas Coin-op & Advertising Auction Achieves $3.5M+ in Sales, Led by Rare Mills Lion Lung Tester
Morphy Auctions ventured from its Denver, Pennsylvania, headquarters to host its highly anticipated Coin-op & Advertising Auction in Las Vegas from April 30 to May 3, 2024. The event proved to be a resounding success, with the auction house achieving an impressive $3.5 million in total sales. The star of the show was a Mills Lion Lung Tester penny arcade machine, which fetched a staggering $184,500 (including buyer’s premium) against a pre-sale estimate of $150,000-$300,000. This iconic piece, along with other standout lots, underscored the enduring allure of vintage coin-operated machines and advertising memorabilia.
The Crown Jewel: Mills Lion Lung Tester
The highlight of the auction was undoubtedly the Mills Lion Lung Tester, a rare and historically significant penny arcade machine. Manufactured circa 1904, this extraordinary piece is celebrated for its intricate design and mechanical ingenuity. The machine, which tests lung capacity by having players blow into a tube to make a paper lion’s head roar, is a prime example of early 20th-century amusement innovation.
What makes this particular Lion Lung Tester even more exceptional is its documented provenance, spanning over 50 years. Its excellent working condition further elevated its desirability among collectors. The machine’s rarity, coupled with its historical importance and pristine state, drove its final price to $184,500, making it the top lot of the auction.
Additional Highlights
While the Mills Lion Lung Tester stole the spotlight, several other lots also garnered significant attention and achieved remarkable prices. These included:
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Early Slot Machines
Vintage slot machines were among the most sought-after items, with several examples commanding high prices. Notably, a Mills Liberty Bell slot machine from the early 1900s sold for $75,000, reflecting the enduring popularity of these classic gaming devices. -
Advertising Signs and Memorabilia
The auction featured a diverse array of advertising signs and ephemera, with pieces from iconic brands like Coca-Cola, Budweiser, and Phillips 66 drawing strong bids. A rare Coca-Cola porcelain sign from the 1930s sold for $45,000, while a Budweiser neon sign from the mid-20th century fetched $30,000. -
Jukeboxes and Music Machines
Music-related lots also performed well, with vintage jukeboxes and music machines attracting significant interest. A 1940s Wurlitzer jukebox in excellent condition sold for $50,000, while a Rowe AMI Continental jukebox achieved $35,000. -
Trade Stimulators and Novelty Machines
Unique and quirky machines, such as trade stimulators and novelty devices, also found eager buyers. A Mills Double Dice trade stimulator sold for $28,000, and a Caille Little Six slot machine brought in $22,500. - Arcade and Pinball Machines
Classic arcade and pinball machines rounded out the offerings, with several examples achieving strong prices. A 1950s Williams pinball machine sold for $18,000, while a Bally Midway Pac-Man arcade cabinet fetched $12,000.
Market Insights
The success of Morphy Auctions’ Las Vegas event underscores the robust demand for vintage coin-operated machines and advertising memorabilia. Collectors continue to prize these items for their historical significance, craftsmanship, and nostalgic appeal. The strong performance of high-end lots, such as the Mills Lion Lung Tester, highlights the willingness of serious collectors to invest in rare and exceptional pieces.
The auction also demonstrated the diversification of the market, with various categories—ranging from slot machines to advertising signs—achieving strong results. This suggests that collectors are not only focused on specific niches but are also interested in building well-rounded collections that span multiple genres.
Why Las Vegas?
Holding the auction in Las Vegas proved to be a strategic move for Morphy Auctions. The city’s rich history as a hub for gaming and entertainment made it an ideal location for a sale centered on coin-op and advertising memorabilia. The event attracted a global audience of collectors, dealers, and enthusiasts, many of whom traveled to Las Vegas specifically for the auction.
The city’s vibrant atmosphere and connection to the gaming industry added an extra layer of excitement to the proceedings, enhancing the overall experience for attendees.
Conclusion
Morphy Auctions’ Las Vegas Coin-op & Advertising Auction was a triumph, achieving over $3.5 million in total sales and showcasing some of the finest examples of vintage machines and advertising memorabilia. The Mills Lion Lung Tester, with its extraordinary provenance and condition, was the undisputed star of the event, commanding an impressive $184,500.
The auction also highlighted the enduring appeal of vintage slot machines, jukeboxes, advertising signs, and pinball machines, with numerous lots achieving strong prices. The event’s success in Las Vegas further cemented Morphy Auctions’ reputation as a leading destination for collectors of coin-op and advertising artifacts.
As the market for these unique pieces continues to thrive, future auctions are sure to attract even greater interest from collectors worldwide. For now, the Mills Lion Lung Tester and its fellow standout lots have secured their place in the annals of collecting history.
