In both the 1909 and 1921 directories the La Pensée marque is owned by Gilbert Baudinière (1893-1953).
He opened a bookshop at 23 rue du Caire in 1918 and began to publish novels and poems which he soon devoted himself to - see French Wikipedia. This ended badly and one of his authors was executed after liberation in 1945.
Rather confusing. by 1914 some cards were being reissed with the logo overprinted (no.1004 B) and with "Marque JC, Paris" on the address side. JC was J Courcier (qv). Other WW1 cards (eg no.88) still bore the La Pensée logo though the series numbers seem to have been reset. Card 88 was posted in 1929 but it is evidently a WW1 card. It is marked "M Hanouart, Nanterre" on the address side - presumably the printer. Other WW1 La Pensée cards are marked Baudinière (no.91).
from Annuaire du Commerce Didot-Bottin 1909
from Annuaire du commerce Didot-Bottin 1918
from Annuaire du commerce Didot-Bottin 1921
La Pensee 1004
La Pensee 1004 rebranded
La Pensee 88
La Pensee 91
La Pensee 659
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