History of Movable Books in Italy

The Animated Book in Italy Between the 19th and 20th Centuries

The first animated book locally created was an innovative milestone because it employed a lever mechanism to animate lithographed color figures. It was Gioppino in cerca di fortuna (Gioppino in Search of Fortune), published by Fratelli Treves in 1890. This book animates lithographed color figures using a lever mechanism. However, Gioppino in cerca di fortuna appears to be a unique endeavor for Fratelli Treves in the genre of movable books.

Interest in imported movable books in Italy intensified in the 1870s, particularly among Milanese publishers such as Ulrico Hoepli and Antonio Vallardi, who focused on illustrated books for children and disseminating knowledge through images. These publishers often imported exemplary works from abroad, particularly from Germany, to enrich their offerings. German books by Lothar Meggendorfer—including mechanical books, theater books, and flap books—were marketed as luxurious gifts during the Christmas season. These imports brought joy to privileged Italian children who could afford them.

Italian publishers also collaborated with their German counterparts to adapt these works. This collaboration involved licensing agreements, where Italian publishers localized the text and themes while preserving the original mechanics and illustrations.

Very exciting news! The Study Center (ICIB) is undergoing a research project on Lothar Meggendorfer, focusing on his works published in Italy by Hoepli and translated by Pasquale Fornari. The project will culminate in a publication and exhibition in 2025 to commemorate the centenary of his death.

Click here for more information https://www.pop-app.org/progetti-di-ricerca/

Image below is from Fondazione Tancredi di Barolo. "Research Projects." Pop-App: Progetti di Ricerca. Accessed December 11, 2024. https://www.pop-app.org/progetti-di-ricerca/.

Early Italian Movable Books

• "La storia di Gano" (The Story of Gano, Paravia, c. 1900): A rare example combining various interactive mechanisms, including a three-dimensional head visible through a cover opening, which could be paired with different costumes by flipping through the pages.
• "Gioppino in cerca di fortuna" (Gioppino in Search of Fortune, Fratelli Treves, 1890): Considered the first animated book produced in Italy, featuring lithographed color figures moved by lever mechanisms.

Other Notable Works:

• "Pupazzi vivi e allegri" (Cheerful and Lively Dolls, Hoepli, c. 1910): Attributed to Lothar Meggendorfer, with eight movable tableaux accompanied by rhymes.
• "Favole con figure animate" (Fables with Animated Figures, Antonio Vallardi, pre-1885): An instructive and delightful book for children.
• "Volta e ridi" (Turn and Laugh, Antonio Vallardi, pre-1896): Featuring playful illustrations and rotating mechanisms for children.

Animated Books in Italy (Late 19th and Early 20th Century)

Interest in animated books grew in Italy starting in the 1870s, primarily among Milanese publishers like Ulrico Hoepli and Antonio Vallardi. These publishers often imported elaborate examples from abroad, particularly Germany, including mechanical books by Meggendorfer and other interactive formats like dissolving views and flap books. Italian editions occasionally adapted these works for local audiences.

The Role of J.F. Schreiber and Otto Maier Verlag: The collaboration between J.F. Schreiber and these Italian publishers was primarily based on licensing agreements. Schreiber granted rights to reproduce and adapt their movable books for the Italian market. This partnership allowed Italian publishers to offer high-quality interactive books without developing new content from scratch. It also enabled Schreiber to expand their reach into new markets, increasing the popularity of their movable books across Europe.

Italian publishers like Antonio Vallardi, Fratelli Treves, Ulrico Hoepli, and Paravia often imported Schreiber's movable books or adapted them for the Italian market. These adaptations typically involved:

• Translation of Text: The original German texts were translated into Italian, while the illustrations and interactive mechanisms remained unchanged.
• Localized Themes: In some cases, the content was slightly modified to better suit Italian cultural or educational themes.
• Co-Publishing Agreements: Italian publishers likely entered agreements with Schreiber to distribute these books under their own imprints, as seen in the examples of "Favole con figure animate" and "Volta e ridi".

Examples of Early Italian Movable Books

1. "Pupazzi vivi e allegri" (Cheerful and Lively Dolls) - Milan, Ulrico Hoepli, circa 1910 (Attributed to Lothar Meggendorfer).
2. "La storia di Gano" (The Story of Gano) - Turin, Paravia, circa 1900.
3. "Gioppino in cerca di fortuna" (Gioppino in Search of Fortune) - Milan, Fratelli Treves, 1890.
4. "Favole con figure animate" (Fables with Animated Figures) - Milan, Antonio Vallardi, pre-1885.
5. "Volta e ridi" (Turn and Laugh) - Milan, Antonio Vallardi, pre-1896.
6. [Struwwelpeter]. Meggendorfer, L. Pierino Porcospino Vivente. Milan, Ulrico Hoepli, n.d. (±1898)
7. Gira Gira (Turn Turn). Milan: Hoepli Publishing House - Volvelle attributed to Ernest Nister

8.Gussoni, Giovanni. Lieti Meriggi. Milan: Ditta Giovanni Gussoni, circa 1890–1905. Italian edition of Father Tuck's Mechanical Series: Friends in the Country, featuring four tab-operated chromolithograph movable plates. 8 x 10.5 inches. (Only movable book on online records for Gussoni, Giovanni - also only copy we have seen surface)

Viewable on vintagepopupbooks.com https://www.vintagepopupbooks.com/Father-Tuck-pop-up-book-p/t-28.htm

Development in the 20th Century

Italian publishers like Bemporad and Franceschini began producing animated books in the 1920s. The Hoepli "Libri Teatro" series, designed by Mario Zampini, emerged as a high-quality Italian production influenced by German and American pop-up books of the 1930s and 1940s.

Highlights:

1. "Il Gatto con gli stivali" (Puss in Boots) - Florence, Bemporad, 1937, illustrated by Ezio Anichini.
2. "Pippo e Cristina" - Florence, Franceschini, 1948, featuring paper dolls by Marina Battigelli.
3. Bruno Munari's works: Innovative post-war Italian designs, such as "Il prestigiatore verde" (The Green Magician, 1945).

Specialized Collections and Exhibitions:

• Fondazione Tancredi di Barolo: This foundation houses an extensive collection of movable and pop-up books from the mid-19th to the early 20th century. Learn more about their collection here: https://www.fondazionetancredidibarolo.com/progetti-e-ricerche/libri-animati-e-pop-up/

1920s–1940s: Growth and Influence

When pop-up books were first introduced in Italy, the Fascist regime initially did not impose significant restrictions on translations of foreign works. These books were held to the same moral and political standards as other publications, with no additional limitations. However, this changed in January 1937, when publishers were required to notify the Ministry of their intention to translate any foreign work. This policy marked the beginning of stricter oversight on cultural imports.

Publisher Arnoldo Mondadori played a pivotal role in Italian publishing during this era. He was instrumental in cultivating a market for translated works, introducing popular international literature to Italian readers. Mondadori skillfully navigated the regime's evolving censorship policies, demonstrating remarkable business acumen. Unlike many other publishers, he frequently bypassed local prefectures and engaged directly with senior officials at the Direzione Generale per la Stampa Italiana. This strategy allowed him to adapt and operate with greater flexibility despite the increasing regulatory constraints.

• Mondadori, a cornerstone of Italian publishing, has long been renowned for producing Italian editions of international literary works. In 1935, Arnoldo Mondadori orchestrated a landmark agreement with Walt Disney, culminating in a personal meeting with Walt and Roy Disney at Mondadori's home in Meina. This collaboration resulted in one of the largest international deals signed by Disney at the time. Mondadori published the Italian editions of Disneys' Blue Ribbon pop-up books. These publications, titled the "Illustrazioni Sorpresa" series, introduced Disney's beloved creations to generations of Italian readers

Image Below shows Italian publisher Arnoldo Mondadori with Walt Disney.in 1961 - Image attributed to Archivi Mondadori, CC BY-SA 4. via Wikimedia Commons

Post-War Era and Artistic Contributions

Creative Works of the 1940s and 1950s:

Tuscany-Based Publishers:

Bemporad and Franceschini introduced iconic works like animated Pinocchio stories and pop-up adaptations of German panorama books.

Theater Books by Hoepli:

Designed by Mario Zampini, these theatrical books became notable examples of Italian artistry, paralleling the influence of American and British pop-up books of the 1930s and 1940s. Example: Hoepli, Ulrico. Ali Baba e i 40 Ladroni. Milan: Hoepli Publishing House, circa 1945. Designed by Mario Zampini, featuring six multi-layered die-cut scenes.

Technological Advances:

The Istituto Geografico De Agostini in Novara utilized advanced printing technology to produce movable books, some of which were exported internationally.

• Bruno Munari: His book Il prestigiatore verde (The Green Magician, 1945) became a celebrated example of Italian design, blending artistic innovation with interactive storytelling.
• Marina Battigelli: Produced Pippo e Cristina (Pippo and Cristina, 1948), featuring paper dolls and accessories, evoking a sense of play and creativity.

Experimental Designs:

• The book 4 storie in cellophane (Four Stories in Cellophane, 1957), designed by Angela Galli Dossena and Max Beer, introduced innovative transparency-based visuals.

Bio on selected Italian Publishers:

Antonio Vallardi (1813–1876)

Antonio Vallardi was a prominent figure in Italian publishing and the founder of the esteemed Antonio Vallardi publishing house. He was born into a family with a strong publishing tradition in Milan. His grandfather, Cesare Vallardi (1736–1799), began publishing books in the Contrada Santa Margherita area during the 1750s. The family business was carried on by Vallardi's father, Pietro (1770–1819), and his uncle Giuseppe (1784–1861), who rebranded it as Fratelli Vallardi. This iteration of the business gained recognition for its publications, including books and art prints.

Antonio Vallardi built on this legacy by establishing his own publishing house in 1843, shortly after his brother Francesco had started a separate venture. Antonio's publishing house became renowned for its academic and linguistic publications, as well as its high-quality maps. The Vallardi family maintained the publishing house's operations until 1970, when it was sold to Garzanti, marking the conclusion of a significant chapter in the history of the Antonio Vallardi publishing house.

Ulrico Hoepli (1847–1935)

Ulrico Hoepli was a Swiss-Italian bookseller and publisher who founded the Hoepli Publishing House, one of the most respected publishing institutions in Italy. Born in Tuttwil, Switzerland, on February 18, 1847, Hoepli moved to Milan in the 1860s, where he initially worked as a bookseller. In 1870, he purchased an existing bookshop in Galleria De Cristoforis, Milan, and began his journey as a prominent publisher.

Contributions to Publishing

1. Technical and Scientific Publications:

   • Hoepli recognized a gap in the Italian market for technical and scientific literature. In 1875, he launched the Hoepli Manuals, a series providing concise, practical knowledge across various fields. These manuals gained immense popularity, with over 2,000 titles published during his lifetime, including classics like the Manual of the Engineer by Giuseppe Colombo.

2. Innovation in Italian Publishing:

   • Hoepli pioneered the introduction of high-quality educational and technical books to Italy. His publishing house also specialized in dictionaries, atlases, and instructional guides, catering to students and professionals.

3. Philanthropy and Legacy:

   • In 1930, Hoepli funded the construction of the Civico Planetario Ulrico Hoepli in Milan, which remains Italy’s largest and most significant planetarium. His dedication to education and science reflected his vision for a more informed and knowledgeable society.

Hoepli passed away in Milan on January 24, 1935. His publishing house continued to thrive and remains active today, renowned for its high-quality publications. The Hoepli International Bookstore, located in Milan, is one of Italy's largest bookstores, symbolizing his enduring legacy in the world of books and knowledge.

Paravia Publishing House (Turin, Italy)

Paravia, founded in Turin in 1802 by Giovanni Battista Paravia, is one of Italy's oldest and most influential publishing houses. The company initially focused on educational and religious publications, reflecting the cultural and intellectual needs of the early 19th century.

Early History

1. Founding and Early Focus:

   • Giovanni Battista Paravia established the publishing house in Turin with a commitment to producing educational materials that could serve both schools and families.
   • The company quickly gained recognition for its high-quality textbooks, catechisms, and works on moral philosophy, becoming a cornerstone of the Italian education system.

2. Expansion of Educational Materials:

   • By the mid-19th century, Paravia had become a leading provider of textbooks for Italian schools, covering subjects such as grammar, geography, mathematics, and natural sciences.
   • The publisher introduced innovative visual aids, including wall charts and illustrated books, to enhance the learning experience.

Contributions to Movable and Illustrated Books

• Integration of Foreign Influence:
  • During the late 19th and early 20th centuries, Paravia collaborated with foreign publishers, particularly from Germany, to adapt movable and interactive books for the Italian market.
  • These works included fables and storytelling books enriched with flaps and rotating elements, offering Italian children engaging and interactive reading experiences.
• Notable Movable Book:
  • La storia di Gano (The Story of Gano), published around 1900, combined storytelling with interactive elements, showcasing Paravia’s ability to merge traditional narratives with innovative designs.

20th Century Developments

1. Modernization of Education:

   • Paravia played a pivotal role in the modernization of Italian education by producing updated textbooks aligned with evolving curricula.
   • The publisher continued to emphasize visual and interactive teaching tools, furthering its reputation as a leader in educational publishing.

2. Adaptation to Market Needs:

   • The company expanded its catalog to include works in literature, history, and art, diversifying its offerings while maintaining its educational focus.

Paravia became a symbol of excellence in Italian educational publishing. Its textbooks and teaching materials shaped generations of Italian students, while its foray into interactive and movable books added a creative dimension to its catalog. In the late 20th century, Paravia merged with other publishers, but its brand remains a historical emblem of educational and cultural contributions in Italy.

Fratelli Treves

Fratelli Treves was a prominent Italian publishing house founded in Milan in 1861 by Emilio Treves. The company played a significant role in Italian literature and culture from the late 19th to the early 20th century.

Founding and Early Years

• Emilio Treves, born in 1834 in Trieste, established the publishing house on January 1, 1861. Unlike many contemporaries who focused on serialized novels, Treves concentrated on literary works appealing to an educated audience, publishing authors associated with the scapigliatura movement, such as Iginio Ugo Tarchetti and Antonio Ghislanzoni.

Expansion and Notable Publications

• In 1870, Emilio's younger brother, Giuseppe Treves, joined the company, leading to its rebranding as Fratelli Treves. The firm expanded its catalog to include works by prominent Italian writers like Giovanni Verga, Gabriele D'Annunzio, and Edmondo De Amicis.
• They also introduced Italian readers to international literature by translating works of Gustave Flaubert, Émile Zola, Leo Tolstoy, and Fyodor Dostoevsky.

Diversification and Periodicals

• Beyond books, Fratelli Treves ventured into periodicals, launching illustrated magazines such as Corriere Illustrato and Il Secolo XX. These publications featured contributions from notable figures like Ada Negri and Ugo Ojetti, further cementing the company's influence in Italian cultural life.

Later Developments and Legacy

• After Giuseppe's death in 1904, Emilio transformed the company into a joint-stock entity, bringing in external investors. Following Emilio's death in 1916, leadership passed to his nephew, Guido Treves.
• In 1931, Fratelli Treves merged with other publishers to form SA Treves-Treccani-Tumminelli. The sudden death of Guido Treves in 1932 led to the dissolution of the partnership.

Fratelli Treves significantly shaped Italian publishing, bridging domestic and international literature and contributing to the nation's cultural development during a transformative era.

OTHERS:

Ditta Giovanni Gussoni:

Established in Milan in 1874, was a notable Italian publishing house active in the late 19th and early 20th centuries. Founded by Giovanni Gussoni, the company initially acquired the business of typographer Antonio Ronchi, located at Via Unione 5. In 1883, the firm relocated to the Southern Porticoes in Piazza Duomo. After Giovanni Gussoni's tenure, his son Vittorio took over the business. On April 16, 1907, Vittorio sold the company to Giovanni Serra, who continued operations until November 1910.


Arnoldo Mondadori:

Mondadori, a cornerstone of Italian publishing, has long been renowned for producing Italian editions of international literary works. Known for their meticulous translations, Mondadori ensures that original texts are both preserved in spirit and tailored to resonate with Italian readers. As the largest publishing company in Italy, Arnoldo Mondadori Editore boasts a rich legacy in the publishing industry.

The company was founded in 1907 in Ostiglia by an ambitious 18-year-old, Arnoldo Mondadori, beginning with the publication of the magazine Luce! This marked the start of an illustrious career in publishing. In 1919, Mondadori moved its headquarters to Milan, a cultural and intellectual hub, paving the way for its rapid growth and influence.

In 1935, Arnoldo Mondadori orchestrated a landmark agreement with Walt Disney, culminating in a personal meeting with Walt and Roy Disney at Mondadori's home in Meina. This collaboration resulted in one of the largest international deals signed by Disney at the time, cementing Mondadori's prominence in children's publishing. Under this partnership, Mondadori published a series of children’s books based on Disney cartoon characters, a collaboration that endured until 1988. These publications, including the "Illustrazioni Sorpresa" series, introduced Disney's beloved creations to generations of Italian readers and solidified Mondadori's role as a leading publisher of children's literature.

References

1. Crupi, Gianfranco. “‘Mirabili visioni’: From Movable Books to Movable Text.” JLIS.it 7, no. 1 (2016): 89–112. Accessed December 11, 2024. https://jlis.fupress.net/index.php/jlis/article/view/177/176.

2. Sarlatto, Mara. "Paper Engineers and Mechanical Devices of Movable Books of the 19th and 20th Centuries." JLIS.it 7, no. 1 (2016): 113–134. https://jlis.it/index.php/jlis/article/view/178.

3. Arcadia. "Evolution of the Book in Italy: The Rise of the Printing Press." Arcadia (2022). Accessed December 11, 2024. https://www.byarcadia.org/post/evolution-of-the-book-in-italy-101-the-rise-of-the-printing-press.

4. ILAB (International League of Antiquarian Booksellers). "Rare Books Worldwide: A Short History of Bibliophily in Italy." (2015). Accessed December 11, 2024. https://ilab.org/articles/rare-books-worldwide-short-history-bibliophily-italy.

5. Tisinger, Jo. "Disney's Blue Ribbon Pop-Up Books - Exploring the Magic of Their Global Editions." Vintage Pop-Up Books. Accessed December 11, 2024. https://www.vintagepopupbooks.com/category-s/1864.htm.

6. Hoepli, Ulrico. Gira Gira (Turn Turn). Milan: Hoepli Publishing House, early 20th century. Collection of Museo del Giocattolo e del Bambino, Milan, Italy.

7. Fondazione Tancredi di Barolo. "Pop-App: Scienza, arte e gioco nella storia dei libri animati dalla carta alle app." Accessed December 11, 2024. https://www.pop-app.org/la-mostra-di-torino/.

8. Pop-App. "The International Centre on Interactive Books." Accessed December 11, 2024. https://www.pop-app.org/.

9. Pop-App. "News – Italian and Worldwide Movables." Accessed December 11, 2024. https://www.pop-app.org/news/.

Antonio Vallardi Bio Sources:

7. Govi, Fabrizio. "Rare Books Worldwide: A Short History of Bibliophily in Italy." ILAB Articles (2015). https://ilab.org/articles/rare-books-worldwide-short-history-bibliophily-italy.

8. Vallardi, Antonio. Favole con figure animate. Milan: Antonio Vallardi, pre-1885.

9. Harvard Geospatial Library. Pianta di Milano. Published by Antonio Vallardi. Accessed via Harvard Library.

Ulrico Hoepli Bio Sources:

10. Hoepli, Ulrico. Pupazzi vivi e allegri. Milan: Ulrico Hoepli, circa 1910.

11. Newberry Digital Collection. "Pop-Up Books through the Ages." Accessed via Newberry Library.

12. Hoepli, Ulrico. Manual of the Engineer. Milan: Hoepli Publishing House, 1875.

Paravia Bio Sources:

13. Journals OpenEdition. "Teaching with Images Between 19th and 20th Centuries: The Case of the Italian Publishing House Paravia." Accessed via OpenEdition Journals.

14. Paravia Publishing House. La storia di Gano. Turin: Paravia, circa 1900.

15. Harvard Geospatial Library. Maps and Wall Charts. Published by Paravia. Accessed via Harvard Library.

Fratelli Treves Bio Sources:

16. Treves, Emilio. Gioppino in cerca di fortuna. Milan: Fratelli Treves, 1890.

17. Wikipedia Contributors. "Fratelli Treves." Wikipedia. Accessed December 11, 2024. https://en.wikipedia.org/wiki/Fratelli_Treves.

18. Treves-Treccani-Tumminelli Collaboration. SA Treves-Treccani-Tumminelli. Historical note on publishing mergers in the 20th century. Accessed via Wikipedia.