Whatever happened to Thanksgiving? This year I saw Christmas displays up afore Halloween! The aboriginal anniversary of November I was visiting Disney’s Hollywood Studios with my acquaintance and adolescent Disney historian Werner Weiss (who for over 20 years has been the web adept for the able-bodied admired Yesterland site) and it was arrayed with Christmas decorations.
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Gertie the Dinosaur was cutting her red Santa hat and a red ball Christmas accessory was dangling from her aperture and it was alone November 5.
On November 27, 1924, the aboriginal Macy’s Christmas Array (as it was originally called) stepped into the streets of New York for an admirers of added than a quarter-million people!
Conceived by Macy’s advisers (many of whom were first-generation immigrants who capital to bless the American anniversary with a agnate adequate anniversary accepted in their homelands), the array concluded with Santa Claus actualization Macy’s Christmas windows on 34th Artery that admiring accouchement and their parents to Macy’s anew broadcast toy department.
While today, the array is accepted as Macy’s Thanksgiving Day Parade, because that is the day it takes place, it was still advised the official aperture of the Christmas sales season.
MIckey Abrasion as a airship in the Macy’s Thanksgiving Day Array in the 1930s. He wouldn’t arise afresh until the 1970s.
In 1934, Tony Sarg, who was in allegation of the store’s affectation windows and the airship abstracts in the parade, teamed with Walt Disney to aftermath the aboriginal Disney balloons to arise in the Macy’s Parade.
The advertisement for the 1934 array proclaimed:
“See Gigantic Balloons advised by none added than Walt Disney architect of Mickey Abrasion Himself. Mammoth Mickey Abrasion a Colossus 40 anxiety high!!!! Pluto the Pup!! The Blessed bawl canine. Horace Horsecollar abounding with fun and helium. 12 ½ anxiety high. The Big Bad Wolf!!! Captivated bottomward by thirty marchers!!!!! See the Big Bad Wolf 34 anxiety high. See the Pig 31 anxiety high!!!”
That pig airship was a actual bad adaptation of the Fifer pig from the accepted animation Three Little Pigs (1933). The columnist laughed at the ample pig’s adversity at accepting beneath the activated alternation band at 65th Artery and afresh abominably activity at 53rd Street. Canvas was bound placed on the artery to assure it from the asperous pavement. He was boring glided beneath the structures on his aback to auspiciously acceleration afresh and accomplishment his array trek. Afterwards the pig was the Big Bad Wolf with a white ablaze (the adumbration of Macy’s) on its chest.
Why was Horace Horsecollar alone 12 1/2 anxiety high? Because a aggregation of six Horaces pulled Santa’s sleigh!
The ablaze airship debuting in 1935 was Donald Duck. Returning was Mickey, Horace, the Big Bad Wolf and Pluto. Mickey was in a “Superman-style” affectation with his easily on his achievement and elbows out in the air, while added than a dozen airship handlers, who were dressed in atramentous sweaters, billowing shorts, atramentous tights and Mickey Abrasion masks, captivated on to ropes and guided the helium-filled abrasion bottomward the street. Mickey’s face had been corrective in Akron, but the blow of his anatomy was corrective in a huge barn in New York.
For two afterwards years, Whitman Publishing Aggregation (responsible for bearing Big Little Books featuring the Disney characters) printed two adapted Mickey Abrasion premiums for Macy’s Administration Stores. Macy’s Santa handed out copies of the bendable awning Mickey Abrasion and Minnie at Macy’s to accouchement during the 1934 Christmas season. To affair in with Thanksgiving, the book told the adventure of the Pilgrims.
The afterwards Christmas season, in 1935, saw Macy’s Santa handing out addition absolute bendable awning book, Mickey Abrasion and Minnie March to Macy’s. The book told of the couple’s cruise to New York and how they aggressive the behemothic balloons of themselves in the acclaimed melancholia parade.
Both of these adapted Big Little Books (3 7/16″ x 3 9/16″ and 144 pages long) featured one folio of argument while the adverse folio had a atramentous and white drawing. Kay Kamen, the ability abaft Disney business alpha in 1932, was the agitator abaft these altered promotional books that encouraged parents to appointment Macy’s so their accouchement could accept this adapted treat.
After 1939, Mickey Abrasion as a airship abolished from the array for several decades, until 1970, aback an adapted Mickey appeared aloof in time to advice advance the accessible aperture of Walt Disney World.
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Disney and Christmas assume to allotment abounding of the aforementioned amount values: magic, family, joy, caring, adulatory and more.
Christmas ability assume abridged afterwards some aspect of Disney whether it is a cartoon, a toy, a book, or a appointment to a affair park. Certainly some of my best memorable Christmases are accompanying to a adapted Disney allowance and alike this year I accept accounting Santa acquisitive for some books to be blimp into my stocking.
I am old abundant to bethink that starting afterwards Thanksgiving, the bounded administration food like Sears (and, boy, did I adulation activity through the Sears Ambition Book toy breadth folio by folio to accomplish my Christmas list) would set up a abstracted toy section, usually with a adventitious to accommodated Santa himself.
These areas were usually articular as the North Pole or some addendum of that location. However, in the 1930s at the aiguille of Mickey Mouse’s popularity, they were alleged Toyland.
The actuality that Mickey Abrasion and Disney is so carefully associated with Christmas is that Kamen aggressively answer the pairing.
In 1934 Kamen boasted that the toy departments of 35 arch retailers featured Disney themes. That cardinal grew to 50 by the year 1935.
In 1935, Disney commodity produced over $35 actor for the flat and ability assets from commodity far exceeded acquirement from blur rentals.
Eventually, Mickey appeared in every above administration abundance in the United States, and, during the Abundant Depression years, he was unofficially dubbed “King of Toyland,”
“And now comes Christmas, aback commodity as Christmas ability can be awash in ample quantities. What would be added adequate than a ‘Mickey Mouse’ gift?” wrote Kamen in the account account to all Disney licensees, October 17, 1932.
Mickey was featured on betrayal books, buttons, masks and added items Kamen provided for Santas in assorted administration food to canyon alternating to their adolescent visitors.
One such account from the 1930s was a allowance box for boys that featured a Mickey Abrasion pencil and eraser, a baby pin-backed button, a bargain watch fob with Mickey on the end and a atramentous bow tie that, while it did not affection Mickey on it, still referenced his above blush and could still be beat at abbey casework or a anniversary banquet party.
One of the betrayal premiums listed in Kamen’s 1935 Christmas chiral was The Abracadabra Movie Palette, which was a small, four-page book that featured two cut-out windows and a moveable dial, which, aback angry showed a alternation of images of either Mickey ice-skating or Minnie walking alternating a albino path.
As I mentioned, during the anniversary season, abounding administration food appointed their toy breadth as “Toyland” or “Toy Town,” It was the breadth area they set up a North Pole breadth with Santa sitting on a armchair arch to accept to a connected band of acquisitive accouchement afraid to sit on his lap and allotment what they capital for Christmas.
Kamen formed with the better abundance retailers about the United States at Christmas time to acceding that they featured a Disney affair for their Toyland areas during the anniversary season. He produced a 25-foot by 18-inch banderole with a blithe Santa Claus adhering a activated Mickey Abrasion and Donald Duck with Clarabelle Cow and Pluto continuing abaft them. They were all adage “Welcome to Toytown!” Kamen fabricated abiding there were affluence of abundance signs announcement Disney articles with images of Mickey and Santa calm and enlisted the ability of Old King Cole, an Ohio-based aggregation that specialized in affectation items, to transform toy departments into Disney Christmas wonderlands.
Old King Cole Papier Mache Company, in Canton Ohio busy America’s food and abundance windows by the thousands, throughout the aboriginal bisected of the 20th Century. While they supplied a array of altered decorations and abstracts from RCA’s Nipper the Dog to Mr. Peanut, they were additionally accountant to accomplish Disney displays from 1932 to 1942. The aggregation produced beauteous three-dimensional Disney affectation abstracts complete of papier-mâché. Some of the company’s bright displays abstinent 6-by-9 feet, and abounding had affective parts.
First, in 1932, they bogus an iconic amount of Mickey (followed anon by Minnie) with his arm ample aerial in his acclaimed aboriginal arrogant affectation of the time. The amount was acclimated in abounding food to advance Mickey Abrasion commodity for auction and generally in theaters, as well, to advance a Mickey animation release. They awash for $4 anniversary and were so athletic that a few still survive today.
For Christmas displays, Old King Cole fabricated designs with not aloof of Mickey and Minnie, but Donald Duck, Horace Horsecollar and Clarabelle Cow. Generally these abstracts were accessible in two versions: the accepted affectation and additionally the accepted affectation that was activated by accepting the arch nod up and bottomward or the amount angle aback and alternating at the waist.
In 1938, one of the added busy exhibits appeared in a Pennsylvania abundance announcement Snow White and the Seven Dwarfs. For $0.25, accouchement could airing through nine window displays showcasing scenes from the blur “…and accept a abruptness amalgamation from Snow White in person.” That allowance was allegedly the 14-page Dopey’s Christmas Tree, a album that featured the adventure of Dopey and his appointment with “Little Bob and Betty” on Christmas Eve.
The blooming and red advanced awning had a account of the activated dwarf Dopey and stated: “A Amusing Christmas to All Our Little Friends” and a abode for the administration abundance to banner its name. All seven dwarfs appeared on the aback cover.
Dopey and his two new accouchement accompany went to the Dwarfs’ cottage breadth they ate block fabricated and served by Snow White alternating with candies, soda and added that didn’t accomplish them ailing no amount how abundant they ate, played with toys, and watched an alfresco bazaar performed by backwoods animals. Towards the end, they stop at the Seven Dwarfs’ Toy Shop. Betty remarked, “Look what the assurance says. The Seven Dwarfs charge accept abdicate mining for adored stones, I suppose.” Dopey smiled and nodded ‘yes’ and “his eyes twinkled”.
They run into the dwarfs alive abroad and Doc says: “Merry Christmas, Betty. How do you like our new occupation? Next time you see toys in your admired abundance you will apperceive breadth they came from, eh! And you will bethink the Seven Dwarfs who anticipate of you all year connected while authoritative these admirable toys.”
It was meant not aloof as a aerial but as a appearance book. “Take your blush box and acrylic them yourself” declared the book and the assets central featured affluence of advanced accessible spaces cat-and-mouse to be abounding with color. The book’s aftermost folio read: “But do you anticipate Bob and Betty had been dreaming? Yes, but the admirable allotment was their dream charge accept appear true, for all the toys they had seen…were adapted in the toy administration of their admired store.”
A agnate absolute booklet, Pinocchio’s Christmas Party, was issued in 1939. It was illustrated with Disney maquettes from the blur fabricated by Disney’s own Model Department. The book was 16-pages connected and about 7 ½ to 10 ½ inches.
The awning featured a maquette of Stromboli the angry puppeteer captivation a fatigued bird cage with Pinocchio inside. In the lower larboard bend was a animation of Gepetto, Honest John, Gideon and the Coachman in advanced of a busy Christmas timberline with captivated presents at their feet. The awning stated: “This Adventure of Pinocchio is a Present from Santa Claus at (name of administration store) Appear and appointment (department store’s name) TOYLAND as generally as you can! Because old Santa has calm aggregate you could appetite and achievement to accept in this big amusing spot. Appear and accompany your friends!” The aftermost branch in this book read, “And here’s the nicest part…all of the toys the Blue Fairy gave Pinocchio you can see for yourself in the toy administration adapted in our store.” The aback awning had a photo of a Pinocchio maquette with one duke pointing upwards.
In 1935, Kamen abiding for the advertisement of a album Big Little Book that was 148 pages in breadth with atramentous and white illustrations blue-blooded Mickey Abrasion and the Abracadabra Carpet.
It told the adventures of Mickey and his accompany as they climbed aboard “…an age-old carpeting from out of the east, from the acreage of the Arabian nights” that took Mickey and his accompany beyond North America to destinations like the Grand Canyon and Niagara Falls.
As historian David Lesjak discovered, the book was affiliated with an alternate ride that retailers could acquirement anon from Kamen.
The 1935 affairs chiral indicated:
“In groups as ample as 50, [children] are built-in on a carpeting 30 anxiety connected by 6 anxiety wide…on goes a billow machine…a wind machine…and a whirring motor complete to simulate an airplane. On a clear-cut awning is flashed…motion pictures depicting a cruise over mountains, snow, etc. The carpet…starts an bouncing motion…pronounced abundant to accord the aftereffect of a ride through the air.”
At the cessation of the ride, accouchement visited Santa and accustomed a archetype of the book alone accessible at that store.
With the amazing success of the 1934 cleanup Mickey and Minnie handcar (so abounding were ordered that the aggregation fell 100,000 items short), Lionel produced for the 1935 Christmas division a Santa Car that featured a corrective copse acceding Santa pumping abroad on a red duke car with a Christmas timberline on the adverse ancillary of him. In the sack he agitated on his aback was a tiny Mickey Abrasion baby peeking out from the top. It came with a 72-inch bend of clue and awash for $1 and is one of the best difficult aboriginal Mickey collectibles to locate. For families during the Depression who could not allow an absolute electric alternation set, these cleanup handcars with their own set of advance were a admirable advantage to accomplish a adolescent blessed on Christmas morning.
In the 1930s, Dennison bogus a array of anniversary allowance wraps, cards stickers and seals. Wrapping cardboard had a array of images application the colors red, blooming and atramentous including Mickey and Minnie aggravating to adorn their Christmas timberline as Pluto runs about it .
Another angel showed Mickey and Minnie at 9 p.m. sitting beside a roaring blaze in the chase breadth their stockings had been afraid with affliction apprehension Santa’s arrival.
Interestingly, one of the images on the wrapping cardboard and on a allowance tag had Mickey and Minnie sleeping calm Christmas Eve…but in abstracted beds, of course!
Hall Brothers (later accepted as Hallmark) produced dozens of Christmas cards with Mickey and his accompany and adapted anniversary greetings. They additionally awash tags for Christmas presents with Mickey and his friends. Joyce “J.C.” Hall, architect of Hall Brothers, Inc grew up about a mile from Walt Disney in Kansas City, Missouri, although they never knew anniversary added at the time.
In 1931, Roy O. Disney visited Hall and they devised a licensing acceding for Hall’s aggregation to broadcast greeting cards featuring Disney characters. It was one of the aboriginal licensing agreements for both companies. By February 1932, in time for Valentine’s Day, there were cards of Mickey and Minnie adulatory the holiday. Anon afterward, there were Christmas cards.
“Mickey says ‘Hello, There’ and comes to acquaint you, too, ‘Here’s acquisitive baby Old Santa is boss nice to YOU!'”
Another agenda had Minnie, Donald (who had allegedly absent a snowball activity abominably adjoin Minnie) and Goofy who was architecture a snowman with Mickey’s arch and the greeting: “Minnie and Donald and Goofy, too—help accompany this abundant big ambition to you! Amusing Christmas.”
These archetypal Hallmark Disney cards and abounding others like them over the 1930s and 1940s are currently beneath acceptable affliction at the Hallmark Archives collection.
The NOMA Electric Corporation bogus sets of Disney-themed Christmas lights from 1933 until 1938, afterwards which they additionally produced backup alarm shades for the sets featuring Disney characters. There were four altered sets produced: Mickey Abrasion and Silly Symphonies accessible in the U.S. and Snow White and the Seven Dwarfs and Pinocchio sets accessible in Canada.
Each set had a fiber of eight 15-volt Mazda lights and eight bell-shaped pastel-colored adumbration covers with decals on them of Disney characters affianced in assorted anniversary activities. Those accomplishments included Minnie and Donald singing carols while Mickey played his violin and Morty and Ferdy aflame by all the captivated presents beneath a Christmas tree.
Replacement bakelite shades were awash in their own boxes able-bodied into the 1940s for these sets, although the ablaze sets themselves were discontinued. NOMA Disney lights are now approved afterwards by collectors, and can be adamantine to acquisition boxed and in acceptable alive activity and may command exceptional prices.
A annual advertisement from 1935 proclaimed, “Dress your Christmas Timberline with Mickey Abrasion Lights by NOMA. Accouchement will blare with contentment – earlier association will cackle at this newest abstraction in Christmas timberline lights. Mickey Abrasion and all his assemblage are apparent in activity scenes, reproduced in ablaze colors. Offered alone by NOMA by adapted permission of Walt Disney. $1.75.”
The Disney Aggregation issued a single, accumulated architecture Christmas agenda every year from 1931 to 1989 until it got so ample that anniversary business assemblage began bearing their own cards. At aboriginal the cards featured Mickey and his gang, but again were afterwards acclimated to advance the latest activated affection blur release.
In the 1930s a Christmas allowance for a adolescent ability accommodate a Mickey Abrasion snowsuit from Mayfair Togs Inc. of New York or Mickey Abrasion mittens, Mickey Abrasion elastic boots, a Mickey Abrasion sweater or alike a Mickey Abrasion scarf.
Mickey connected to be a Christmas superstar for decades but the 1930s were the alpha of that connected administration aback he was absolutely the King of Toyland during the anniversary season. If you would like to apprehend added belief about Disney and Christmas, you ability appetite to accede allurement Santa Claus for a archetype of my book Vault of Walt Volume 7: The Christmas Edition that is abounding with annihilation but Disney Christmas accompanying tales from the affair parks, films and more.
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