Rube Goldberg (1883-1970) coined his trademark phrase "I’m The Guy ..." around 1910 during his early years as the iconic American cartoonist of the 20th century. This series of tobacco company sponsored slogan buttons followed in 1912 along with his collaboration w/singer Billy Murray on the hit comedy song "I'm The Guy" on Edison records. Each is 7/8”. There are 60 red I’m the Guy buttons and 22 blue I’m the Guy buttons. For the non-I’m the Guy- slogans—there are 23 in red and 109 from moderate to dark blue. The grand total in this lot is 214 buttons. There are 30 duplicates the rest are different by slogan and/or color. About a dozen have mild stain, a handful have no back paper.  Vast majority are VF to Exc. Among the back papers are sponsor names: Favorite and Perfection cigarettes, Red Lion Plug Tobacco, Clix cigarette as well as Chesterfield, Obak and Picayune. An extensive lot/instant collection.