Dr. Scholl’s Counter Display

Q: A Dr. Scholl’s counter display has been in my family for years. It advertises “Dr. Scholl’s Zino-pads. For Corns, Callouses & Bunions.” The display has a pair of men’s feet on it and contains a flickering light bulb that shines through a red lens to simulate pain. What is its value?

A: Dr. Scholl’s was founded in Chicago in 1906 by podiatrist William Mathias Scholl. Scholl was working for a local shoe retailer when he realized the market potential for shoes that addressed common foot problems. He took night classes at a medical school and received his degree in 1904. When Scholl hired salesmen, he paid them higher wages if they took a podiatric course. On his first trip to Europe, Scholl personally sold arch supports to Kaiser Wilhelm II of Germany. The company used many different styles of counter displays to advertise its products in drugstores. Your display is unusual because it has electric components. A nonelectrical vintage Dr. Scholl’s counter display recently sold for $144 at auction. Any large advertising sign with lights is worth hundreds of dollars.