Bullwinkle J. Moose lets it all hang out on the Sunset Strip

Once upon a time, in a sillier city, Jay Ward thought it would be fun to open a store at 8200 Sunset Boulevard, next to his animation studio at the eastern terminus of the Sunset Strip.

From 1972 through 2004, Dudley Do-Right’s Emporium was the place the find oddball items in the likeness of such timeless cartoon characters as Superchicken, Boris and Natasha, Snidely, Nell, George of the Jungle, Shep, Ape and Rocky and Bullwinkle.

Was it really a retail shop, or an elaborate, conceptual advertisement for Jay Ward’s animation services? When I lived half a block down on Havenhurst in the early 1990s, it was exceedingly rare to see an “open” sign in the window. And even in 1972, Jay Ward’s son Ron admitted to the L.A. Times that “we all like to take off early sometimes and go to the racetrack.”

Even before opening the store, Ward took advantage of his studio’s prime location along one of the world’s great advertising boulevards. The wonderful, and only recently removed, 14’ statue of Bullwinkle and Rocky parodied a long-forgotten Sahara Casino Hotel showgirl sign.

And then there was Jay Ward’s own low-rise billboard.

At first, Ward used the sign to poke fun at a competitor: a familiar, if moose-horned, rodent with the text “Mickey Mouse Wears A Bullwinkle Wristwatch.”

Tired of litigation threats, in summer 1972 the billboard was changed to parody Burt Reynolds’ April Cosmopolitan centerfold, a taboo busting, and career making, image that presaged a whole genre of exhibitionist celebrity nudeniks.

And now, in its only internet appearance, you can see this rare, delightful and rarely photographed artifact of Sunset Strip advertising culture. Just like Burt, but twice as hairy, Bullwinkle J. Moose is confidently sprawled across a bearskin rug with a chunky glass ashtray conveniently close, should anyone require a post-coital puff. “Eat Your Heart Out Burt Reynolds!” says the moose. If he ever saw this amazing thing, I bet he did.

Now here comes the mystery: this photograph was discovered loose in a largely uncatalogued collection of Los Angeles-related images at UCLA Special Collections. A handwritten, penciled notation on back identifies the location (legible), date of 11/72 (legible) and the photographer (not legible).

Is it Eudra Bohew? Eadie Bohein? There is a pair of tickets on the regularly scheduled Esotouric bus adventure of your choice for the first person who correctly identifies the artist. Update July 27: reader Lisa Lazoff has deciphered the name on the back of the photo as that of screenwriter-producer Endre Bohem. Congrats, Lisa, and see you on the bus!