Now the clue here was almost right at the bottom of the reverse, and it was the word FLAKE, which refers to a single piece of snow - each one a beautiful, and totally unique, work of non-man-made art, which, if you look closely before it melts away, is actually spilt into six segments, all delicate and feathery.
Our original reference booklet to the issues of R. & J. Hill tells us that there are two sets with this name, both titled and both with the same pictures. However our version has a different back which mentions "Gold Flake Cigarettes". All is explained in that book, where they are listed as :
1939. 50. CELEBRITIES OF SPORT (titled series) Size 2 9/16" x 1 1/2". Numbered 1-50. Fronts, printed three colour letterpress , from half-tone blocks; white margins. Backs printed in black only, with descriptions and "Issued by R. & J. Hill Ltd..." at base
50. CELEBRITIES OF SPORT (titled series) Similar to the above in all respects, but inscribed on backs, at base, "Issued with Gold Flake Honeydew Cigarettes" (See Henry Archer & Co.).
Both sets printed by W. Oliver, London
Our World Tobacco Issues Indexes are slightly shorter, but they do say
CELEBRITIES OF SPORT. Sm. 67 x 38. Nd. (50)
A. Back ""Issued by R. & J. Hill Ltd..."
B. Brand issue. Back "Issued with Gold Flake Honeydew Cigarettes"
Now this card is not listed at the Trading Card Database/Stanley Matthews, but there is a very similar picture if not the same one being used by Shermans Pools in their "Searchlight on Famous Players" series. This was issued the same year as our set too !