A cable TV network rustled up $266,500 for famed singing cowboy Roy Rogers's stuffed and mounted horse, Trigger, at an auction in New York City.
Trigger was bought by the cable company RFD-TV in Omaha, Nebraska, at a Christie's auction of items from the now-closed Roy Rogers and Dale Evans Museum in Branson, Missouri.
Trigger's sale price outpaced the estimated $100,000 to $200,000 it was expected to fetch, with many other items also selling far above estimate.
RFD-TV's chief financial officer Steve Campione said Roy Rogers reflects the company's values. The network airs mainly agricultural, equine and country living programming. Auctioneer Cathy Elkies said it was the "most colourful, emotional and sentimental" sale she had experienced in her 20 years at Christie's.
Many of the bidders in the packed hall came in Western attire and cowboy boots, and there were more than a few tears.
Roy Rogers's son Roy Jr cried at the beginning of the sale as he spoke of the family's decision to auction his father's belongings.
"We hope you get a piece of Roy and Dale and take it home and you'll get to pass it on to your children," he said.