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. Subsequently, Sears Canada also closed all of its retail store locations in 2018.
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 and Eaton's catalogues regarding action figure release dates (or first Canadian appearances) to each figure's U.S. debut, we have have also included data taken from the following sources:
Action figure data, originally published in U.S. Sears Christmas catalogs (also widely known as "Wish Books") has been taken from the 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 second source that we have used to extract information regarding action figures from U.S. Christmas catalogs is WishbookWeb. This project 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). You can access pages of these catalogs by entering "WishbookWeb" into your search engine (which will likely take you to the Internet Archive project). We have extracted data from specific catalogs spanning the 1964 to 1976 action figure era.
THE CATALOGUES BY YEAR
1962
Pictured below are photos of the front and back covers of the 1962 Eaton's Christmas Catalogue.
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.
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).
Shown below is Page 51 of the 1964 Simpsons-Sears Christmas catalogue, the first Canadian catalogue appearance of Hasbro's GI Joe. Note that the ad only refers to GI Joe being available in three different versions; those being a soldier, sailor or pilot. Presumably, because the Canadian military did not have a "Marine" corps, the Canadian retailer must have thought that excluding the Marine figure from the descriptions would be logical. However, the ad clearly shows an Action Marine in his camouflage fatigues mislabeled as an "Action Soldier." Also, the equipment packs listed show the Dress Uniform for the Marine under the Army Equipment heading. One can imagine buyers' confusion when they got to the store and discovered that the dress uniform box actually read "Action Marine," and not Action Soldier.
It is interesting to note 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.
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.
Shown below is Page 66 of the 1965 Simpsons-Sears Christmas catalogue. It displays GI Joe Action Sailor, Action Pilot, Action Soldier and the Action Marine Machine Gun Emplacement Gift Set. It also shows Marx's Stony Smith, soldier, as having "jointed head, elbows and wrists," no bendable knees yet.
Shown below are Pages 50 and 53 of the 1965 Eaton's Christmas catalogue. Page 50 shows Marx's Stony Smith with his named incorrectly spelled as "STONEY" instead of "Stony." The text reads that he is "Ready for Action, Stoney has jointed head, shoulders, elbows, wrists." Still no bendable knees mentioned yet. Page 53 shows a GI Joe Action Marine described simply as a "GI Joe," while it also shows a soldier as a "GI Joe Action Soldier" and a pilot as a "GI Joe Action Pilot," no sailor is pictured. This is in spite of the accessory sets displaying "Navy" sets and also "Action Marine" sets, such as the "Marine Beachhead Assault Field Pack Set" and the "GI Joe Action Marine Flame Thrower" set being offered for sale.
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).
Shown below is a photo of page 34 of the 1967 Eaton's Christmas catalogue that shows the first three characters and the first three horses in the Marx Johnny West series, It also displays an add for Ideal's Captain Action that shows the Lone Ranger, the Phantom and Superman outfit sets.
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.)
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).
Other Valuable Vintage Catalogue Resources
In addition to Christmas catalogues, 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 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 the front covers of the 1965 and 1964 editions of this catalogue. Note the presence of Mattel's Chatty Cathy on the front of the 1964 edition.
Shown below is the front cover of the 1975-76 Thompson Bros. Ltd. discount catalogue. It also contains a "Toys, Dolls and Games" section (albeit a lot smaller than department store Christmas catalogues) in addition to other general merchandise sold during that period.
Hasbro's GI Joe first appears in the USA and Canada
The photo below illustrates the first comic book ad for Hasbro's GI Joe which appeared in the November 1964 issues of DC comics.
DC comics, bearing an issue date of November 1964, were on comic book racks in September of 1964 (comics are usually released for sale two months in advance of their issue date). These ads are clear proof that GI Joe was available in U.S. retail stores by the fall of 1964.
GI Joe was also on Canadian department store shelves prior to Christmas day of 1964, too. I can attest to this 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).
There is often an impression that new toy releases occur "first" in the United States and, after an unspecified lag time, they eventually appear in Canada. This is simply not true as many new toy releases occur "simultaneously" in Canada and the United States. In addition, just because a toy item doesn't appear in the pages of a particular store's Christmas catalogue doesn't mean that it wasn't being sold on store shelves at the same time.
Christmas Catalogues at a Glance
Illustrated below are the front covers of the fourteen 1963-1976 Eaton's Christmas catalogues and the sixteen 1963-1978 Simpsons-Sears Christmas catalogues.
Catalogue Searches
Do you have a toy, doll, action figure, game or some other vintage item that you would like us to search for in the pages of one of the above vintage catalogues (and to send you close-up photos of that item)?
We can do a catalogue search for any specific item for a flat search fee of $10.00 per catalogue. The search fee will also include sending you a series of jpeg photos of the specific catalogue page and a close-up of the item, along with a photo of any descriptive text.
Here are details of how you can get a catalogue search done:
1.) Write to us at the email address shown directly below, along with details of what it is that you are looking for and the year(s) of the catalogue(s) that you would like us to search.
2.) We will then email you back the appropriate email or mailing address to remit your payment(s) to. (It's not the email address shown on this page.)
3.) We only accept the following forms of payment: 1.) In Canada: Interac e-transfer, 2.) From the USA: USPS "International Postal Money Order" (We no longer can accept PayPal as payment, sorry).
4.) Upon receipt of payment, we will proceed to search the catalogue(s) specified by you and then send you the above mentioned photos. (Important Note: A $10.00 search fee still applies if no positive result is found.)
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