An antique D & F Fellows Cradley Heath Coal Mining Advertising Tape Measure produced by The Whitehead & Hoag Co. of 92 Fleet Street, London. D. & F. Fellows of Cradley Heath were coal and coke merchants and colliery agents, dating to circa 1900–1920. The circular tape measure features period advertising to both sides, including a detailed illustration of the company's industrial premises and a coal mining scene, together with the slogan "We Burn to Serve You", early telephone numbers and details of the firm's services throughout the Black Country. Manufactured with early plastic rather than ivory, as confirmed by testing, the tape measure is approximately 45mm in diameter and retains its original working measuring tape. In good antique condition with age-related discolouration and some slight distortion to the body, resulting in the edge of the coal mining illustration sitting a little proud on one side. A particularly appealing piece of early advertising memorabilia with additional interest to collectors of antique tape measures, coal mining, industrial history and Black Country ephemera.

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