Seeing Sears in the death throes of retail consumerism makes me sad. Sears & Roebuck was the toy store of my youth, as it was for generations of American youth. Virtually all of my Christmas and birthday gifts came from S&R in the 60’s; as did my bother and sister’s in the 50’s.
S&R stood for no-frills quality and durability. When my father was discharged from the Army Air Corps at the end of WWII, he brought his English War bride to America, took a mortgage on a small house and bought a Craftsman Table Saw in 1945. He used that saw hard and often for the next half century, just having to replace the belt once in a while. Carpentry was just a hobby for him, but, I’d put any of his many projects up against those of any master carpenter. I was his wood holding assistant for many years and that brings back fond memories. “Don’t get your fingers too close to the blade, son.” That saw sits in my garage to this day, still in perfect working order. I’d use it, if I had any fingers left.
In the early 20th century, S&R was my grandparent’s retail establishment, too. They bought saddles and riding crops (they didn’t have a horse; they were just kinky).
Sure enough, S&R went through some embarrassing marketing schemes throughout their long history that they don’t talk much about anymore. Their **Craftsman Field Slaves **and Kenmore House Slaves never really caught on, despite being offered in a variety of sizes (only one color, though).
At a time when boys were men and men were grizzly bears, the Sears Christmas catalog was the year’s most anticipated mailbox shipment. Sure, JC Penny and Wards et al had their own Christmas catalogs, but those were strictly for girls with cooties.
For reference, go to this site: wishbookweb.com and open the link to the 1964 Sears Christmas Catalog. Let me introduce you to the superior toys of pre-internet youth:
Page 155. When I was 4 years old, Santa gave me an earlier model of the tractor on the top of the page. On my maiden journey down the driveway I ended up in the street and nearly got run over by a large Buick. On my second run, the tractor’s right wheel spun off the axel and I skinned my knee on the asphalt. I never saw the tractor again, and Santa never replaced it with another toy—the bastard.
Page 222: I got an Aurora HO Slot Car track when I was 7 (my older brother got the Lionel Train Set). Most neighborhood boys had their own HO tracks and we’d make the circuit, racing our little slot cars to exhaustion at one another’s house. My red Ford GT died on a neighbors track after running dozens of races undefeated. Pure, unadulterated fun.
Page 237: I got a Vac-U-Form when I was 6. Do you know how they have those expensive 3-D printers today? The Vac-U-Forms puts those to shame. Using only a 4”x4” square sheet of thin plastic, placed over a negative mold, then vacuumed over extreme heat, any boy or girl could make a myriad (at least 6) of fully customizable (you could paint them any color of your choice), thin plastic objects. Believe me, the 2nd and 3rd degree burns I sustained were worth the effort.
Page 294: What’s better than playing golf on an actual golf course or playing one of those stupid video golf games of today? The All Star 9-hole Golf Course, that’s what! Play action so real, you’d swear you were Arnold Palmer.
Page124: Vibrating Football. The play action and realism were dead-on with this game. Who needs to watch the Super Bowl on TV when you could watch little plastic football players vibrate and fall across the field?
Page 343: For sheer, adrenalin-pumping excitement, every child needed an electric Rock Tumbler. I didn’t have the deluxe model shown on that page. Mine was the 1963 basic, no frills, economy model. But, that was good enough for me. The first of 16 steps on the road to polished rocks was to put a handful of rocks into the tumbler along with the included packet of coarse grit sand, then plug it in (only the deluxe model had an on/off switch).
You had to keep it on and tumbling for the next few years before getting to Step 2. But, sitting down next to the tumbler and listening to the rocks tumble was quite the adrenalin rush. When Step 1 was complete, you unplug the tumbler, remove the course grain grit and replace it with medium grit sand—then plug it in for another few years. Then, you unplug the machine again, replace the medium grit sand with fine-grit sand and tumble for another few years. Then you unplug the machine and replace the fine-grit sand with coarse grit polish, followed by medium-grit polish, then fine-grit polish. Then there are a few steps where you tumble your rocks in more esoteric materials, like bull semen.
On my 65th birthday, I will be ready for the final tumbling stage, Step 16. Unfortunately, I lost the last packet of tumbling material and I don’t remember what it’s supposed to be. So, my rocks may not end up being smooth and shiny…but, it was a hell of a fun journey!
Page 99: You can keep your laser discs and your streaming mp4’s, give me my Kenner Give-A-Show any old time. Gather ‘round with you bowls of popcorn kids, the show’s about to start! After the 20 second show, it was time to move on to something else.
Page 203: I always asked for a plastic army set, but never got one. The best I could do was steal one of my brother’s plastic soldiers and pair him with a broken off music box ballerina. They couldn’t engage in any pitched battles, but they pas de deux’ed their asses off. Dude ended up with PTSD and slashed the tiny dancer’s throat, though.
Page 210: One year I got a GI Joe with the plastic hair. He was a tough lone warrior. The next year I got a stockier GI with thick, black fuzzy hair and a beard. And, I got a tent for him and original Joe to sleep in. Turns out Joe and Fuzzy the Bear were gay. This was before don’t ask, don’t tell, so I had to court martial them both.
Page 113: Carrom Table. Apparently one could play an infinite variety of games on a Carrom Table. I would have been happy to have learned to play just one. That thing stayed in my bedroom for decades and I still can’t figure it out.
Page 319 and 321: Cats, dogs, guinea pigs and hamsters didn’t last long at our house.
After a busy morning spent paging through all the cool toys available in the Wishbook, it was customary for us young horny boys to mosey on over to the girls sleepwear section of the catalog and ogle the cute girls—like that little vixen at the top middle of page 5, yowsa!
…Oops, sorry, I meant the top middle of page 545 (544.jpg). Guy’s don’t ogle too much, she’s not age appropriate for you anymore…well, she’s probably around 60 now, so who knows?—it’s confusing.
My father’s 1945 Table Saw looks exactly like the model pictured top right on page 342. Things of quality need not change.
Yep, Sears used to be great; now they suck. That sucks.