Remember the Sears Wish Book?
That's the subject of today's ad, which in the Lorain Journal on November 4, 1954. It's interesting seeing that the cover was a charming illustration, instead of the photos that we Baby Boomers were used to seeing on the catalog cover in the 1960s.
Here's a color photo of the 1954 Sears catalog depicted in the ad.
Here's another Wish Book cover, this time from 1968 – one that I'm sure we looked at.
One year, my brothers and I all received Sears pajamas for Christmas with Snoopy on them. My Mom has a particularly sappy Christmas shot of the three of us wearing them (which I won't reproduce here – sorry).
The Sears catalog had a lot of exclusive things. I remember that for years Sears had the rights to produce Winnie-the-Pooh products (of which I had many, being a fan of the Disney cartoon). But the book was also filled with all sorts of strange toys that we'd never heard of. I remember seeing a photo of Jimmy Nelson's Danny O'Day ventriloquist doll and wondering who he was.
Sadly, Sears no longer produces the Wish Book, having ceased in 1993 (click here to read an article about the book's passing.)
If you'd like to relive the memory of flipping through the pages of a Wish Book, though, visit this website. (Someone has gone to the trouble of scanning entire Sears catalogs through the years, so get a glass of milk and some cookies and do some wishin' just like in the old days.)
Finally, click here to visit a page on the Sears Archives website to learn about the history of the Wish Book.