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Fry’s shop display figure – £3600.

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Topping the day on November 11 was a 3ft 2in (98cm) tall Fry’s shop display figure, made in heavy composition.

“Chocolate advertising is a favourite with collectors and Fry’s were leaders in the field,” said auctioneer Alan Blakeman after the figure – in good condition – sold at £3600.

The dedicated Advertising and Breweriana specialist sale was the first for some years as Blakeman continues to rebuild the South Yorkshire operation back to the size it was before the sad death of his wife in 2004.

A change in buyer’s tastes noticeable in November was the success of brewery items.

“It always used to be whisky memorabilia that was most in demand but I think the new interest in real ale and craft beers has changed the focus of collectors,” said Blakeman.

Among the successes were a 23 x 13in (58 x 13cm) glass on slate hanging sign for Fremlins Ales at £1700; a 2ft 11in x 2ft 2in (89 x 65cm) framed showcard with a colour picture of The Forest Brewery at Mitcheldean which took £1300; and a 2ft 5in x 20in (74 x 51cm) multi-coloured pressed tin sign for Shepherd, Neames & Co’s Bottled Beers which made £950.