This traditionally dressed French schoolboy is depicted eating his favorite Lu biscuit!
Firmin Bouisset, the artist, created many posters for the Lefevre-Utile company, which almost always includes his charming portrayal of children (see Menier Chocolate company here).
The child is wearing a blue and red cape, and a grey beret cap on his head. He is holding a basket, with the letters ‘LU’ on it (probably holding all the cookies). This poster was originally created in 1897 in a smaller format.
Lefevre-Utile is a manufacturer brand of French biscuits founded in Nantes. The company was founded around 1846, and didn’t adapt the ‘LU’ logo until after a 1897 calendar ad by Alfons Mucha (another esteemed poster artist of the time).
Eventually, after being passed down a couple generations, in July 2007, LU was sold to Kraft Foods (now Mondelez International).
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