Bibliographic Description
Gallop! By Seder, Rufus Butler. New York: Workman Publishing Company, Inc., 2007. First edition. First book by Seder.
Gallop! demonstrates Seder’s “Scanimation” technology. The upper cover instructs the user to “Open this book to see the animals move!” When the verso is flipped, movement between bound leaf layers produces an animated effect in each accompanying recto’s acetate display. In each of eight interlaced acetate panels, illustrations of a different animal appear to move via this barrier-grid animation technique. A tenth panel animates a cutout star shape. Large text in primary-color lowercase font asks the reader if they can move “like” each animal (“can you gallop like a horse?”).
Duodecimo with 12 leaves, nine being composed of multiple folded or adhered layers. Conjugate leaves adhere atop of six-layered gatherings in a variation on the duodecimo folding style. Interior hinges are overlain with a perforated crease on the conjugate leaves, allowing the movement of the verso to also move the recto back and forth between card and acetate layers. Nine acetate sheet panels are each layered between a recto and verso of opposite leaves. The Scanimation effect is produced when the book’s verso is moved along its hinge, creating a Moiré illusion as the recto’s illustrated underlayer and interlaced overlayer interact. One acetate panel simulating Eadward Muybridge’s The Horse in Motion (1878) forms the frontispiece; a die-cut on upper cover reveals this frontispiece panel when Gallop! is closed.
The book’s unusual folding technique creates six pages in a 5×1 formation. These leaves fold multi-directionally and adhere to tightly stabilize the interior acetate panels. Leaves are unattached to hinges, with endpages instead adhered to the board binding. Interior paper strips bind all gatherings together by their outer folds, resembling a simpler accordion fold when viewed from the edge.
The copyright page notes that Scanimation holds “U.S. Patent #7,151,541” under Seder’s EyeThink, Inc. toy company, with “Additional patents pending.” The copyright acknowledges that “some illustrations in this book are based on the motion photography pioneered by Eadward Muybridge.” Book is “Printed in China”.
Stamped as library copy of San Diego State University Special Collections, Toy Book collection. Pencil handwriting on the copyright page records the book’s Library metadata.
Scholarly Analysis
As indicated by the book’s place in SDSU Library’s “Toy Books” collection, Gallop! is a technology of bookish play. Gallop! hypermediates reader activation through its bindings, which produce unconventional animated effects through the normalized reading process of ‘flipping’ versos. Only through physically interacting with Gallop! could I activate – and be activated by – its mechanical functions. Following the book’s lower cover instructions “to flip and flip and flip [each page] again”, I observed in my time with Gallop! that contact between its perforated edges produced a creaking sound with each of my flips. I consider these creaks to suggest little use before I interacted with Gallop!, as greater use (even that of my own gentle turnings) wears the creases into silence. As my examined copy contains no marginalia apart from the SDSU Library Special Collections’ identifying metadata, I infer that this Special Collections copy of Gallop! has not been frequently used for its instructed use in “flipping.” This is perhaps not a played-with copy, but a show piece donated to SDSU Library’s “Toy Books Collection” as a relevant object in toy book history. Considering this possible provenance, I analyze the materiality of Gallop! to theorize why the book is maintained as a significant object to SDSU Special archive.
Gallop! hypermediates the book as a display interface that is activated by its reader. Though book scholar Amaranth Borsuk refers to text when she notes that book “[a]nimation is not . . . limited to images” (The Book 160), we might also conceptualize the material bindings of Gallop! as animated in that their interactions produce the movement of both Scanimation and reader. The volume’s illustrations of animal locomotion are animated through the reader’s own bodily movements, with the motion of the reader producing animation by creating interactions between the book’s bound features. For Gallop!, this means that the reader “flip[s]” the book’s pages to produce movement between Scanimation layers. Gallop! is not only watched, but produced; there is no simulation of movement without reader movement. Gallop! thus hypermediates the function of the reader in producing meaning from books.
The perforated crease of Gallop!’s bindings facilitates the repeat movement of “flip[ping] and flip[ping] each page again.” The patent identifier provided in the book’s copyright page corresponds with Seder’s United States Patent petition, which details the mechanics of this “Moveable Animated Display Device” technology (2006). Seder’s petition refers to these perforated folds as “crease biasing formations” which hold together the “pressure plate and the animation layer” of the Scanimation apparatus (13, 12). If, as Seder stresses in his petition, his Display Device technology can be implemented across a variety of print media for “widespread market success” (11), then its manifestation as a toy book in Gallop! invites closer consideration of Scanimation’s specific relationship with book media.

Fig. 4 of Rufus Butler Seder’s “Moveable Animated Display Device” patent illustration, depicting the folding process for his Scanimation mechanism. 2006.
As pictured in Seder’s patent petition, each page of Gallop! is composed of a leaf folded into six layers, which together hold an adhered acetate panel. These multidirectional bindings are necessary to hold these elements in alignment and with pressure, producing clear images as the leaves are activated by reader movement. To follow Seder’s patent petition, it is the “relative movement” of book features and reader bodies which together produce Scanimation’s effect (13). When the text questions if the reader “can” move “like” the pictured animals, the reader is invited to movement through the mechanics of reading.
The back-and-forth sliding of Gallop! layers retools the mechanics of the pull tab as demonstrated by the Robert C. Williams Museum of Papermaking (“Movable Mechanisms”). As with a pull tab mechanism, Scanimation animates printed illustrations when the reader physically moves an activatable feature of the book. In Scanimation, however, the sliding of layers occurs covertly beneath each page’s upper card layers. The production of animation becomes an unconventional effect of operating what is designed to appear as a single-layered board book. The normalized process of flipping book pages is hypermediated as a mechanical interaction between user and book.
Gallop!’s bindings perform conformity with the mass-market convention of single-layer pages, normalizing the book’s appearance to hypermediate reading as a transformative activation. While hypermediation makes conscious the normalized processes of engagement with a medium, Gallop!’s design is a performance: it simulates conventional board book bindings (single-layer pages, accordion folds) to hypermediate ways of reading books that do not share its interior mechanics.

Visual emulation of accordion binding in Gallop!.
Borsuk identifies the book, and particularly “the accordion book”, as “a recombinant structure [that allows] readers to create new juxtapositions within it” (168). The binding of Gallop!, in disguising multilayer assemblages as individual accordion folds, visually normalizes the exterior design of Gallop! as a board book. Gallop! does not offer readers the easy “ability to completely open this [accordion binding] structure” (Borsuk 168), a blockage necessary not only to maintain the “pressure” of Scanimation layers but to protect Seder’s patented construction process. Rather than unfolding the complex leaves, the reader flips these as one to produce animation within the limits of the page and panel. The “recombinant structure” of Gallop! occurs across book and reader bodies, with its binding mechanism producing juxtapositions between the animated Gallop! and the other media technologies that it references.
This containment of animation within its bindings frames Gallop! as a screen interface. Unlike lenticular animation, which Seder would later copyright for use in toys, Scanimation technology does not ‘activate’ legibly upon changing one’s perspective of the book object. The Scanimation effect is produced only through the physical activation of the book’s pages in relation to each other and to the reader, as the acetate overlay blocks and reveals portions of the underlying animation layer. The reader produces meaning from this optical effect as they interpret continuity between the revealed image fragments. Following this juxtaposition-based reading, Seder’s choice of Muybridge’s iconic Horse as the cutout display for Gallop! constructs the book’s bindings as a pane into an interface. Gallop! continues a tradition of books as animated “proto-movies”, as in flip-books (Borsuk 157). Borsuk identifies Eadward Muybridge’s own “sequential photography” prints as a parallel technology to books, suggesting the way that collected images like Muybridge’s The Horse in Motion might be read or operated as book technologies. The choice of Muybridge’s iconic Horse as the cutout display for Gallop! connects Scanimation with film technology and history. This media association expresses the capacity of the book for literally and figuratively mediating “the persistence of vision” effect. This effect enables viewers to simulate sequence by inferring associations between keyframes.
In his patent petition, Seder describes his aim for Scanimation to “be hand held and manually operable” (11). By situating the book as a “moveable animated display device” (12), Gallop! frames bodily movement as an always-on analog alternative to electronic animation. The aspect ratio of Gallop!‘s Muybridge panels resembles not only the landscape ratios of conventional film and television screens, but also the screen size of “hand held” “animated display devices” like the Nintendo DS (released 2005). Seder notes that Scanimation’s animation layer can be constructed from “any suitable material” of any opacity (13), but Gallop! uses black-and-white cardstock for its animation layers. Combined with its semiopaque acetate overlay, each black-and-grey Scanimation panel then visually and tactilely resembles the plastic surface of an inactive CRT television or LCD screen. Compare the landscape acetate panels of Gallop! to the inactive Nintendo DS screen pictured here.


The visual association between Gallop!‘s animated display and that of the Nintendo DS occurs in the context of 2007’s anxieties surrounding childhood inactivity and screen use. Unlike the CRT and LCD screens referenced in its design, Gallop! only moves if the reader moves: it cannot be passively watched, but must be actively produced in accord with its user’s movement. The normalized process of reading – flipping the page – becomes a solution to inactivity and disengagement, united with calls to physical movement that suggest playful exercise. Reading a normalized book — flipping the single-layer pages of a bound duodecimo — is hypermediated as an exercise of both body and mind.
Gallop! is read physically, and is thus hypermediated: readers are made conscious of their role as activator of and by the book as we “flip” its pages and activate its Scanimation mechanism. The user produces animation by animating their own body, and is by extension animated by the book. By engaging readers in physical play with the boundaries of movement and sequence, Gallop! models the book and reading as technologies of activation. The examined copy’s position in the SDSU Library Special Collection’s Toy Book archive reflects Gallop!‘s function as a technology of book play.
Citations below the cut.
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