The prevailing bidder made a smart purchase of this rare enveloped set, although the price ended higher than I would have forecast. Beistle made three iterations of the smallest of their Johnny Pumpkin family of diecuts. The ones sold in this lot represent the third and rarest of the iterations. As I write on page 123, "This is the final variant of this size. These are smaller, brighter and have no easels. Instead, there is a prop that unfolds from the side enabling the item to stand." These were made during the span 1923-1925. The set shown in the reference was made later during that range, while this one was made earlier during that range. How is this determined? Beistle's first inclination was to issue things in somewhat plain envelopes, with envelopes getting more ornate during the production run. Check out the differences.
Mark B. Ledenbach's vintage Halloween collectibles blog.