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Canadian Christmas Catalogues

This section of the Collectorville website will focus primarily on Canadian Christmas catalogs distributed during the 1960s and 1970s. There were two major Canadian retail department stores that issued Christmas catalogs each year; they were: Eaton's and Simpsons-Sears.

Both of these department stores maintained a similar schedule in terms of catalog releases. They would issue three large mail order catalogs each calendar year: a Spring/Summer issue, a Fall/Winter issue and a Christmas edition. They also distributed countless flyers and much thinner special "Sale" catalogs throughout the course of the year, too.

In addition to the Eaton's and Simpsons-Sears catalogs, the third major retail competitor in the Canadian marketplace, the Hudson's Bay Company (a.k.a. "The Bay"), would put out a regular series of flyers and glossy sales pieces, but The Bay never bothered to enter the mail order business and their publications were aimed solely at attracting customers into their brick and mortar store locations.

Over the course of time, Simpsons-Sears eventually changed its name to "Sears Canada" and, on catalog publications, only the name "Sears" would appear. Sadly, the T. Eaton Co. Limited went bankrupt and ceased operations in 1999. The assets of Eaton's were purchased by Sears Canada and the retail store locations were taken over by either Sears or The Bay, or, many were simply closed for good.

In addition to displaying the front covers of the various Simpsons-Sears and Eaton's catalogs on this webpage, we have also included some further detail regarding these publications, including catalog dimensions, number of pages, etc.

Also, since another major purpose of this website is to examine the historical Canadian Toy marketplace (and, in specific, action figures), we have listed the number of pages in each Christmas catalog dedicated to "Toys, Dolls and Games," along with a record of the actual catalog page numbers for easy reader reference. And, we have included further details as to which 12-inch action figures make an appearance in each publication.

In order to contrast the information taken from the Simpsons-Sears catalogs regarding action figure release dates (or first Canadian appearances) to each figure's U.S. debut, we have have also included data taken from a singular publication. It is described next.

The Big Toy Box at Sears

Action figure data, originally published in U.S. Sears Christmas catalogs (also widely known as "Wish Books") has been taken from the following publication: The Big Toy Box at Sears, Copyright 1997 by Sears, Roebuck and Co. and Classic Toy Soldiers, Inc.. This publication includes select pages from the "Toys, Dolls and Games" sections of U.S. Sears Christmas catalogs ranging from 1951-1969. The information extracted for comparison purposes on this website is limited to the 1964-1969 era. In addition, since the Sears Toy sections do not necessarily appear in their entirety, we cannot guarantee that specific action figure data may not be missing in any given year as a result.

A photo of the front cover of this publication is illustrated below.

                                                                

 

WishbookWeb.com

A second source that we have used to extract data regarding action figure release dates and sales availability from U.S. Christmas catalogs is WishbookWeb.com (http://www.wishbookweb.com). This excellent website contains the entire page contents of not only U.S. Sears catalogs, but those of other major U.S. retailers as well (such as JCPenney and Montgomery Ward). We would like to sincerely thank Jason for all of his dedicated ongoing efforts in making these catalogs available to collectors and catalog enthusiasts everywhere. We have extracted data from this web site for catalogs dated 1964 and up (the era of the Action Figure).

A Note Regarding Release Dates

It is not unusual for people to directly identify a Christmas catalog with December 25th. But, retail department stores must ensure that Christmas catalogs get into the hands of their potential purchasers far in advance of Christmas Day. Many retailers will have catalogs on hand and ready for distribution in late October or early November in order to ensure that consumers have adequate browsing and perusal time to make their purchases. In this regard, Christmas catalogs are somewhat analogous to comic books, in that their "cover date" (meaning December 25th) does not correlate with their actual release date.

For example, the photo below illustrates a vintage DC comic book. It is the January 1965 issue of Superman's Pal Jimmy Olsen. Next to it is a photo of the GI Joe ad that appeared at the back of this comic.

                                          

Although the above GI Joe ad was actually the third appearance of a GI Joe ad in DC comic books, let's pretend for a moment that it wasn't, and that this was his first very appearance. In looking at the cover date, it would be very easy to say that GI Joe was initially released to the public (in the form of this ad) in January of 1965, and therefore, the figure's release year was 1965. But comic books were always issued "two months in advance" of the cover date. In other words, this issue, dated January of 1965 was actually on drug store comic shelves in November of 1964.

Christmas catalogs aren't too much different because a 1964 Christmas catalog would have been released far in advance of December of 1964. Not only that, but for a toy item to even appear in a given year's Christmas catalog, that toy would likely had to have been available on store shelves much earlier than November or October if the layout and paste-up of the catalog was already in the works in the fall of that year. One thing is certain, there is no way a retail department store would include a photo or a drawing of a toy item in their catalog unless they were certain that the item had already been manufactured and that it exists.

Using GI Joe as an example, his initial Hasbro advertisement would have appeared in the November 1964 issues of DC comics, which means that these comics were already available to kids in the United States and Canada in September of 1964. The 1964 Simpsons-Sears Christmas catalog offered GI Joe figures and accessories for sale, which further implies that GI Joe's emergence onto the Canadian toy market occurred very shortly after the first DC comic book ad appeared, or, at relatively the same time that he was released stateside.

From a personal standpoint, I can attest that GI Joe was on Canadian toy store shelves prior to Christmas of 1964 as, on Christmas Day of that year, I became the lucky new owner of a GI Joe Action Pilot and a GI Joe Action Marine (similar to the two figures shown in the photo below).

The key reasons that we are pointing this out are twofold. First, there is often a general impression that new toy releases occur "first" in the United States and, then, make their way over the border, after an unspecified time lag, into Canada. This is simply not true as many new toy releases would occur "simultaneously" in Canada and the United States. Second, just because a toy item doesn't appear in the pages of a Canadian Christmas catalog (and does appear in that of its U.S. counterpart) doesn't necessarily mean that it wasn't available in Canadian stores at the time, rather simply that it wasn't pictured in that specific store's catalog.

Good examples of this are the 1964 Eaton's and the 1964 Simpsons-Sears Christmas catalogs. GI Joe appears in the Simpsons-Sears catalog, but he does not yet appear in the Eaton's book. Still, from direct experience, I know that both Eaton's and The Bay also stocked and sold GI Joe figures in the 1960s.

And, finally, one other word of caution. The patent markings or the trademark/copyright year on a doll or an action figure do not necessarily mean that the figure was available in retail markets that same year. Often, these dates are more indicative of the figure's "pre-production" period. However, the presence of a photo ad in a store's Christmas catalog is a sure indicator that the toy was already manufactured, distributed and most likely in store stock months prior to Christmas Day.

 

THE CATALOGUES BY YEAR

 

1962

Pictured below is the front cover of the 1962 Eaton's Christmas Catalogue.

 

We no longer have this catalogue in our possession and, therefore, we can give no further specifics about it, other than its pages were extremely large and over-sized as compared to Eaton's Christmas catalogues of subsequent years.

 

1963

Illustrated below are the front covers of the 1963 Eaton's and the 1963 Simpsons-Sears Christmas catalogues. These catalogues were published prior to the manufacture of GI Joe and the coining of the term "action figure" and, as such, no action figures appear in either catalogue.

                   

 1963 Eaton's - Dimensions: 8" wide x 11" tall; Total Number of Pages: 310; Toy, Dolls and Games Section: 56 pages in length, from pages 2 to 57. Action Figures: None.

 1963 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 292; Toy, Dolls and Games Section: 68 pages in length, from pages 2 to 69. Action Figures: None.

 

Illustrated below is a photo of the "Store Copy" version of the 1963 Simpsons-Sears Spring and Summer catalog. Note the "hard cover" thick cardboard front (and back) cover, and the green duct tape reinforced binding. Even though these catalogs took tons of abuse from shoppers daily leafing through their pages, many still exist to this day and are often highly desired by collectors.

                    

 

1964

Illustrated below are the front covers of the 1964 Eaton's and the 1964 Simpsons-Sears Christmas catalogues.

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 1964 Eaton's - Dimensions: 8" wide x 11" tall; Total Number of Pages: 326; Toy, Dolls and Games Section: 60 pages in length, from pages 3 to 62. Action Figures: None.

 1964 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 340; Toy, Dolls and Games Section: 93 pages in length, from pages 2 to 94. Action Figures: GI Joe (first appearance).

 1964 U.S. Sears - Action Figures: GI Joe and Marx "straight-legged" Stony Smith (first appearances of both).

 

       It is interesting to note, too, that the inside back cover of the 1964 Eaton's Christmas catalogue contained a color photo pin-up of  hockey legend, Gordie Howe. This pin-up could be removed without harming the rest of the back cover of the catalogue due to the pin-up's "fold-out" nature. The inclusion of a "fold out" front or back cover was a common practice on some catalogs in the 1960's, but it was usually intended to display additional merchandise; the pin-up concept was only a one-time occurrence.

               

 

In addition to Christmas catalogs, with their abundance of historical information on toys, dolls and games, there are many other vintage catalogues that can serve as valuable reference sources for collectors, too. Shown below is the front cover, and a few of the interior pages, of a vintage 1964 "Lowe" catalogue. This was a salesman's catalogue for Lowe paper products that included coloring books, doll cut-out books, paint by number sets, sticker albums, story books and much more. For a collector of, say, paper cut-out dolls, the information contained in this catalogue could be invaluable and otherwise impossible to find.

                             

         

 

         

 

1965

Illustrated below are the front covers of the 1965 Eaton's and the 1965 Simpsons-Sears Christmas catalogues.

 

                

 

 1965 Eaton's - Dimensions: 8" wide x 11" tall; Total Number of Pages: 324; Toy, Dolls and Games Section: 63 pages in length, from pages 9 to 71. Action Figures: GI Joe and Marx "straight-legged" Stony Smith.

 1965 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 388; Toy, Dolls and Games Section: 98 pages in length, from pages 2 to 99. Action Figures: GI Joe and Marx "straight-legged" Stony Smith.

 1965 U.S. Sears - Action Figures: Gilbert James Bond and Odd Job (first appearance), Marx "bend-leg" Stony Smith (first appearance), Marx Johnny West, Chief Cherokee and Thunderbolt (first appearance of these three), GI Joe.

 

Other vintage catalogues that can be of immense aid to collectors in terms of obtaining historical information on their specific field of collecting are those of Wholesale Distributors, such as the Curtis Jewelry Ltd. catalogues shown in the photo below. These catalogues, although perhaps not as all-encompassing as a Department Store catalogues in terms of the range of merchandise displayed, can be a source of relevant data on some otherwise obscure collectible items.

Shown below are front covers of the 1965 and 1964 issues of this catalogue. Note the presence of Mattel's Chatty Cathy on the front of the 1964 edition.

 

           

 

1966

Illustrated below are the front covers of the 1966 Eaton's and the 1966 Simpsons-Sears Christmas catalogues.

               

       

 1966 Eaton's - Dimensions: 8" wide x 11" tall; Total Number of Pages: 372; Toy, Dolls and Games Section: 69 pages in length, from pages 17 to 85. Action Figures: Marx "bend-leg" Stony Smith, Marx Johnny West, Chief Cherokee and Thunderbolt, Marx Mike Hazard (first appearance).

 1966 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 388; Toy, Dolls and Games Section: 84 pages in length, from pages 2 to 85. Action Figures: Marx "bend-leg" Stony Smith, Marx Johnny West, Chief Cherokee and Thunderbolt, Marx Mike Hazard, GI Joe, and GI Joe Simpsons-Sears Mountie (first appearance) and GI Joe Canadian Commando (first appearance).

 1966 U.S. Sears - Action Figures: Gilbert James Bond, Gilbert Illya Kuryakin (first appearance), Gilbert Moon McDare (first appearance), Marx Stony Smith, Marx Johnny West, Chief Cherokee and Thunderbolt, Marx Jane West and Flame (first appearance of both), Marx Thundercolt (first appearance), Ideal Captain Action (first appearance), GI Joe, and the six foreign GI Joe "Soldiers of the World" figures (first appearance).

 

1967

Illustrated below are the front covers of the 1967 Eaton's and the 1967 Simpsons-Sears Christmas catalogues.

             

    

 1967 Eaton's - Dimensions: 7 1/2" wide x 10 1/2" tall; Total Number of Pages: 372; Toy, Dolls and Games Section: 67 pages in length, from pages 16 to 82. Action Figures: Marx Johnny West, Jane West, Chief Cherokee, Thunderbolt, Thundercolt and Flame, Ideal Captain Action.

 1967 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 364; Toy, Dolls and Games Section: 85 pages in length, from pages 131 to 215. Action Figures: Marx Johnny West, Jane West, Chief Cherokee, Thunderbolt, Thundercolt and Flame, Marx Mike Hazard, Ideal Captain Action, GI Joe, GI Joe Mountie, Marx "Buddy" All-Canadian Fighter (first appearance).

 1967 U.S. Sears - Action Figures: Marx Stony Smith, GI Joe, Talking GI Joe (first appearance), Marx Johnny West, Jane West, Chief Cherokee, Thunderbolt and Flame; Marx Comanche, Pancho Pony, Buffalo, Flick and Flack (first appearance of these 5 Marx animals); Marx Fort Apache Fighters - Captain Maddox, Zeb Zachary, Bill Buck, Geronimo and Fighting Eagle (first appearance of these 5 figures); Marx Jamie West and Josie West (first appearance of both); Ideal Captain Action, Ideal Action Boy (first appearance), Ideal Supergirl and Batgirl (first appearance).

 

1968

Illustrated below are the front covers of the 1968 Eaton's and the 1968 Simpsons-Sears Christmas catalogues.

           

 

 1968 Eaton's - Dimensions: 7 1/2" wide x 10 1/2" tall; Total Number of Pages: 394; Toy, Dolls and Games Section: 72 pages in length, from pages 14 to 85. Action Figures: Marx Johnny West, Jane West, Chief Cherokee, Thunderbolt, Thundercolt and Flame, Marx Comanche and Pancho Pony horses, Marx Jamie West, Marx Janice West (first appearance), Mattel Captain Lazer (first appearance).

 1968 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 364; Toy, Dolls and Games Section: 82 pages in length, from pages 20 to 101. Action Figures: Marx Johnny West, Jane West, Thunderbolt, Thundercolt and Comanche, Mattel Captain Lazer, Ideal Captain Action, Ideal Action Boy, Ideal Dr. Evil (first appearance).

 1968 U.S. Sears - Action Figures: GI Joe, Marx Johnny West, Jane West, "Josie West" (states text in catalog, but Janice is pictured), Comanche, Flame, Pancho Pony, Flick and Flack, Mattel Captain Lazer.

 

Aside from the major department store retailers, such as Eaton's and Simpsons-Sears, the Canadian marketplace offered numerous other smaller market retailers that also produced their own merchandise catalogues. Many of these stores serviced rural markets much more efficiently than the larger entities due to their local presence in many towns. Shown below is a page extract from a Manitoba "Co-op Stores" catalogue that highlights some of the toys sold by them. Notice the presence of the beautiful full color ad for Marx's Johnny West, Jane West, Chief Cherokee and Thunderbolt, proof that sales of the Marx western figures were still strong in 1968.

              

 

 

1969

Illustrated below are the front covers of the 1969 Eaton's and the 1969 Simpsons-Sears Christmas catalogues.

            

 

 1969 Eaton's - Dimensions: 7 1/2" wide x 10 1/2" tall; Total Number of Pages: 394; Toy, Dolls and Games Section: 71 pages in length, from pages 2 to 72. Action Figures: Marx Johnny West, Jane West, Jamie West, Janice West, Fighting Eagle, Thunderbolt, Comanche, Flame and Pancho Pony .

 1969 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 364; Toy, Dolls and Games Section: 83 pages in length, from pages 281 to 363. Action Figures: Marx Johnny West, Jane West, Jamie West, Josie West, Geronimo, Thunderbolt, Comanche and Pancho Pony, Mattel Captain Lazer.

 1969 U.S. Sears - Action Figures: GI Joe, Marx Johnny West, Jane West, Jamie West, Comanche, Thunderbolt and Flame, Marx Gold Knight and Silver Knight (first appearance of both knights).

 

1970

Illustrated below are the front covers of the 1970 Eaton's and the 1970 Simpsons-Sears Christmas catalogues.

 

             

 

 

 1970 Eaton's - Dimensions: 7 1/2" wide x 10 1/2" tall; Total Number of Pages: 392; Toy, Dolls and Games Section: 73 pages in length, from pages 2 to 74. Action Figures: None.

 1970 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 364; Toy, Dolls and Games Section: 81 pages in length, from pages 21 to 101. Action Figures: GI Joe (first appearance of bearded Adventure Team), Marx Johnny West, Jane West, Jamie West, Josie West, Geronimo, Captain Maddox, Comanche, Thunderbolt and Pancho Pony, Marx General Custer (first Canadian appearance), Marx Gold Knight and Silver Knight.

 1970 U.S. Sears - Action Figures: GI Joe, Marx Johnny West, Jane West, Jamie West, Comanche, Thunderbolt and Flame, Marx Gold Knight and Silver Knight, Marx Erik the Viking (first appearance).

 

1971

Illustrated below are the front covers of the 1971 Eaton's and the 1971 Simpsons-Sears Christmas catalogues.

               

 

 1971 Eaton's - Dimensions: 7 1/2" wide x 10 1/2" tall; Total Number of Pages: 388; Toy, Dolls and Games Section: 75 pages in length, from pages 2 to 76. Action Figures: None.

 1971 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 364; Toy, Dolls and Games Section: 68 pages in length, from pages 13 to 80. Action Figures: GI Joe, Marx Johnny West, Jane West, Jamie West, Janice West, Geronimo, Comanche, Thunderbolt and Pancho Pony, Marx Buckskin horse (first appearance), Marx Gold Knight and Silver Knight, Marx "new" Jimmy West (first appearance) .

 1971 U.S. Sears - Action Figures: GI Joe, Marx Johnny West, Jane West, Thunderbolt and Flame, Marx Silver Knight and Gold Knight, Marx Erik the Viking.

 

1972

Illustrated below are the front covers of the 1972 Eaton's and the 1972 Simpsons-Sears Christmas catalogues.

             

 

 1972 Eaton's - Dimensions: 8" wide x 11" tall; Total Number of Pages: 446; Toy, Dolls and Games Section: 94 pages in length, from pages 2 to 95. Action Figures: GI Joe.

 1972 Simpsons-Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 364; Toy, Dolls and Games Section: 67 pages in length, from pages 85 to 151. Action Figures: GI Joe, Marx Johnny West, Jane West, Jimmy West, Jamie West, Josie West, Geronimo, Thunderbolt, Buckskin, Comanche and Pancho Pony, Marx Dangerous Dan (first appearance).

 1972 U.S. Sears - Action Figures: GI Joe, Marx Johnny West, Jane West, Geronimo, Thunderbolt and Flame, Marx Storm Cloud horse (first appearance), Marx Gold and Silver Knights.

 

1973

Illustrated below are the front covers of the 1973 Eaton's and the 1973 Sears Canada Christmas catalogues.

             

 

 1973 Eaton's - Dimensions: 8" wide x 11" tall; Total Number of Pages: 478; Toy, Dolls and Games Section: 74 pages in length, from pages 401 to 474. Action Figures: GI Joe.

 1973 Canadian Sears* - Dimensions: 8" wide x 11" tall; Total Number of Pages: 388; Toy, Dolls and Games Section: 70 pages in length, from pages 142 to 211. Action Figures: GI Joe, Marx Johnny West, Jane West, Geronimo, Jimmy West, Dangerous Dan, Comanche, Buckskin and Thunderbolt, Marx Sheriff Thomas Goode (first appearance).

 

 *Note that the "Simpsons" name has been dropped from the cover of the 1973 Canadian Christmas catalog shown above, and that it no longer reads "Simpsons-Sears," but simply just "Sears."

 

1974

Illustrated below are the front covers of the 1974 Eaton's and the 1974 Sears Canada Christmas catalogues.

 

            

 

 1974 Eaton's - Dimensions: 8" wide x 11" tall; Total Number of Pages: 478; Toy, Dolls and Games Section: 71 pages in length, from pages 300 to 370. Action Figures: GI Joe.

 1974 Canadian Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 388; Toy, Dolls and Games Section: 62 pages in length, from pages 194 to 255. Action Figures: GI Joe, Marx Johnny West, Jane West, Geronimo, Sheriff Thomas Goode, Comanche, Buckskin, Storm Cloud and Thunderbolt, Marx Sam Cobra (first appearance), Marx Princess Wildflower (first appearance). (Note also that the "Storm Cloud" horse not only appears on page 232 of the catalog under the "Johnny West" section, he also appears on page 202 in the "Barbie" doll section as a "Pinto Horse with Corral" set, along with a red Marx Jeep and turquoise Trailer set with a Malibu Barbie driving it).

 

1975

Illustrated below are the front covers of the 1975 Eaton's and the 1975 Sears Canada Christmas catalogue.

             

 

 1975 Eaton's* - Dimensions: 8" wide x 11" tall; Total Number of Pages: 436; Toy, Dolls and Games Section: 73 pages in length, from pages 267 to 339. Action Figures: GI Joe, Hasbro Mike Power Atomic Man (first appearance).

 1975 Canadian Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 388; Toy, Dolls and Games Section: 61 pages in length, from pages 187 to 247. Action Figures: GI Joe and Mike Power Atomic Man (also shown is the Six Million Dollar man, although he is not a true 12-inch action figure). Note: A brown Marx Thunderbolt horse and corral set once again appears in the "Doll" section on page 192 of the catalog, along with the red Marx jeep and trailer and an ever-present Malibu Barbie still sitting behind the wheel.

 1975 U.S. Sears - Action Figures: GI Joe, Mike Power Atomic Man, Marx "Quick-Draw" Johnny West and Sam Cobra (first appearance of both), Hasbro Defenders figure (first appearance).

 

 * (Note that the 1975 book was considered to be the "final" issue of the Eaton's Christmas catalogue, as the company was phasing out all three of its large annual catalogues beginning in 1976. Having said that, Eaton's did produce a modest Christmas book in 1976 and we have included that catalogue in this section. In spite of the fact that the 1976 publication only had 148 pages, as compared to 436 pages in the 1975 edition, it still had a toy section and could also be considered the true final Christmas catalogue for Eaton's.)

 

As previously stated above, vintage Wholesale Distributor catalogues can be a great source of information on a wide range of collectibles. Shown below is the front cover of the 1975-76 Thompson Bros. Ltd. Discount Catalogue. It also contains a "Toy, Doll and Games" section (albeit a lot smaller than Christmas catalogues), in addition to other general merchandise sold at the respective time.

               

 

 

1976

Illustrated below are the front covers of the 1976 Eaton's and the 1976 Sears Canada Christmas catalogues.

              

 

 

 1976 Eaton's - Dimensions: 6 3/4" wide x 10 1/4" tall; Total Number of Pages: 148; Toy, Dolls and Games Section: 11 pages in length, from pages 77 to 87. Action Figures: Hasbro's "Bulletman" action figure (first appearance).

 1976 Canadian Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 412; Toy, Dolls and Games Section: 63 pages in length, from pages 200 to 262. Action Figures: GI Joe, Mike Power Atomic Man, Bulletman, Hasbro Intruder figure (first appearance). (Note: A Brown Marx Thunderbolt horse and red Marx jeep and trailer continue to appear in the "Doll" section on page 209 of the catalogue, even though other Johnny West series figures no longer appear in the book.)

 

1977

Illustrated below is the front cover of the 1977 Sears Canada Christmas catalogue.

 

         

 

 1977 Canadian Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 412; Toy, Dolls and Games Section: 64 pages in length, from pages 201 to 264. Action Figures: Hasbro's Super Joe (first appearance - not truly a 12-inch action figure but, still, an extension of the GI Joe line), Mego Wonder Woman and Diana Prince action figures (first apperance).

 

1978

Illustrated below is the front cover of the 1978 Sears Canada Christmas catalogue.

 

        

 

 1978 Canadian Sears - Dimensions: 8" wide x 11" tall; Total Number of Pages: 412; Toy, Dolls and Games Section: 61 pages in length, from pages 205 to 265. Action Figures: Hasbro Super Joe with Gor and Terron, Mego Wonder Woman and Diana Prince, Mego 12-inch Incredible Hulk (first appearance).

 

Thumbnail Array

Illustrated below are the front covers of the fourteen 1963-1976 Eaton's Christmas catalogues and the sixteen 1963-1978 Simpsons-Sears Christmas catalogues in thumbnail format. They'd really make a great place mat or tablecloth, wouldn't they?

 

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As at time of writing this, Sears Canada continues to publish and distribute a "paper version" of their Christmas catalogues for customers. However, with the proliferation of "e-catalogs" currently available online, we would assume that it won't be too long before these hard copy versions become a thing of the past. Given all the fun that we all had as children flipping though the pages of these treasured publications, it doesn't seem that clicking a mouse, keyboard or a tablet pad will provide future generations with quite the same thrill.

An Important Note Regarding Queries and "Searches"

While we do currently possess all 30 vintage Eaton's, Simpsons-Sears and Sears Canada catalog editions pictured above, our original intent in creating this website was simply to share the facts, data, information and photos contained on these web pages, free of charge, with you, the reader.

Having said that, we know from past experience that we are now bound to receive e-mail inquiries with questions such as "Was there a Popeye Punching Bag shown in the 19xx such-and-such catalog?," or  "Was there a Super Deluxe X-Brand tabletop Hockey Game in the 19xx catalog?" While we are more than willing to correspond with you regarding your general comments or concerns (and will endeavor to do so in a timely manner), we are unable to provide a free-of-charge "Search" service for such inquiries.

Yet, we understand the passion and inquisitiveness that many collectors may have with respect to learning more about the history of their favorite toy, doll, game or other type of collectible. Given this, we would love to accommodate everyone, however taking the time and effort flipping through hundreds of pages to source these questions, and, risking damage to the catalogs (which are, in themselves, collectibles) by frequent use, are things that we are hesitant to do.

As a compromise solution, we would be willing to respond to your specific search queries, but only for a modest fee. In stating this, we would assume that less ardent collectors will pass on this offer, and that only the most dedicated individuals will inquire and pay, thus limiting the number of searches needed (and the subsequent wear and tear on catalogs).

Here are the details of how you can get your questions answered:

1.) We will do specific catalog searches, on a fee-for-service basis, at the fixed rate of $5.00 (payable in either U.S. or Canadian funds) per individual search. In other words, a question such as "Was there a Roy Rogers gun and holster set in the 1963 Eaton's catalog?" would constitute a single search, costing $5.00. The question, "Was there a Roy Rogers gun and holster set in either the 1963 Simpsons-Sears or the 1963 Eaton's catalog?" would constitute two searches, costing $10.00, and so on.

2.) Our two preferred payment forms are either a PayPal transfer of funds, or, an Interac e-transfer. Either of these payment methods will allow us to reply to you, usually within 48 hours, and to send you a jpeg photo of the relevant catalog page attached to our results e-mail (a "no hit" response counts as a search). Alternatively, we do accept International USPS Postal Money Orders (the "pink" version), but please note that the answer to your query will be delayed until after your money order is received.

3.) If you choose to take advantage of this service, please write to us at the e-mail address shown directly below with your question(s). When we respond, we will provide you with the relevant PayPal payment information, Interac processing details, or our mailing address.

Please feel free to contact us at This email address is being protected from spambots. You need JavaScript enabled to view it.