Pony Wishes!
Remember pouring over those big thick Christmas Wish Books of toy dreams from Sears, JC Penney’s, Montgomery Ward and Argos? By Christmas Eve were yours dog-eared and full of circles over what you wrote to Santa to bring? Feel free to scroll through all the pony goodness (toy or otherwise) I could find in my Wish Book collection (just don’t circle your screen 
). I’ve included original prices and descriptions where able for your collecting info!
**No items on this site are for sale.
Sears Roebuck
Huge in the 80s, Sears began in the US in 1892 by Richard Sears (a railroad station agent) and Alvah Roebuck (a watch repairmen). Starting as a catalogue business selling watches and jewellrey, by the 80s Sears had become a merchandise empire known to every household. But their Christmas Wish Books had been in ciruculation since 1933, officially being titled the “Wish Book” in 1968 when focus turned to selling toys to girls and boys specifically. The Sears Wish Book ended publication in 2011, coming back for just one year in 2017.
1980
The 1980 Sears Wish Book did not carry any MLP items but you may remember these toys!
1980 Sears Wish Book
Sears 1980 WishBook Tree Tots Treehouse
Sears 1980 Wish Book Rock Tumbler
1981
The 1981 Sears Wish Book carried a first glimpse of My Pretty Pony back when the book still had some black and white sections.
1981 Sears Wish Book
Sears 1981 Wishbook MLP My Pretty Pony
Sears 1981 Wishbook MLP My Pretty Pony
1982
In the 1982 book, My Pretty Pony made it back in glorious colour!
1982 Sears Wish Book
Sears 1982 Wishbook MLP My Pretty Pony
Sears 1982 Wishbook MLP My Pretty Pony
1983
In 1983 Sears brought out the My Pretty Pony and Little Pony (Baby Pony as listed on the box itself) set to include Butterscotch as its own set aside from the first 6 official My Little Pony collector pose ponies. This was a Sears exclusive (I believe) and My Pretty Pony in this version had a white spot on either side of the rump.
1983 Sears Wish Book
Sears 1983 Wish Book My Little Pony My Pretty Pony and Little Pony, Collector Ponies, Show Stable and Pretty Parlor.
Sears 1983 Wish Book My Little Pony My Pretty Pony and Little Pony, Collector Ponies, Show Stable and Pretty Parlor.
1984
In 1984 Sears came in strong on all fronts with playsets, ponies and merch to boot!
1984 Sears Wish Book
Sears 1984 Wish Book My Little Pony sleeping bag
Sears 1984 Wish Book My Little Pony sleeping bag
Sears 1984 Wish Book My Little Pony play tent
Sears 1984 Wish Book My Little Pony play tent
Sears 1984 Wish Book My Little Pony Dream Castle
Sears 1984 Wish Book My Little Pony Dream Castle, Waterfall playset, Pretty Parlor
Sears 1984 Wish Book My Little Pony Sea Ponies, Unicorns and Pegasus, Pony Wear
Sears 1984 Wish Book My Little Pony Dream Castle, Waterfall playset
Sears 1984 Wish Book My Little Pony Pretty Parlor, Unicorns and Pegasus, Pony Wear
1985
MLP had galloped into the 1985 Wish Book at full speed with everything from roller skates to pyjamas, books, clocks and games- and of course, ponies, ponies, ponies!
1985 Sears Wish Book
Sears 1985 Wish Book My Little Pony Skydancer roller skates
Sears 1985 Wish Book My Little Pony Skydancer roller skates
Sears 1985 Wish Book My Little Pony Lickety Split digital clock
Sears 1985 Wish Book My Little Pony clocks
Sears 1985 Wish Book My Little Pony pyjamas
Sears 1985 Wish Book My Little Pony pyjamas
Sears 1985 Wish Book My Little Pony pyjamas
Sears 1985 Wish Book My Little Pony pyjamas
Sears 1985 Wish Book My Little Pony pyjamas
Sears 1985 Wish Book My Little Pony sleeping bag
Sears 1985 Wish Book My Little Pony sleeping bag
Sears 1985 Wish Book My Little Pony play tent
Sears 1985 Wish Book My Little Pony play tent
Sears 1985 Wish Book My Little Pony softies
Sears 1985 Wish Book My Little Pony softies
Sears 1985 Wish Book My Little Pony Baby Ponies, Rainbow Ponies, Pony Wear
Sears 1985 Wish Book My Little Pony Rainbow Ponies
Sears 1985 Wish Book My Little Pony Baby Ponies, Pony Wear
Sears 1985 Wish Book My Little Pony Baby Ponies, Rainbow Ponies, Pony Wear
Sears 1985 Wish Book My Little Pony Megan’s Place, Megan and Sundance
Sears 1985 Wish Book My Little Pony Lullaby Nursery
Sears 1985 Wish Book My Little Pony Baby Buggy
Sears 1985 Wish Book My Little Pony Megan’s Place, Megan and Sundance, Baby Buggy, Lullaby Nursery
Sears 1985 Wish Book My Little Pony Book and Cassette holder
Sears 1985 Wish Book My Little Pony Book and Cassette holder
Sears 1985 Wish Book My Little Pony Stand Up Puzzle, Pony Round Up Game
Sears 1985 Wish Book My Little Pony Stand Up Puzzle, Pony Round Up Game
1986
Though not the abundance from the year before, Sears still made Christmas special for ponies everywhere in the US with the sprawling Paradise Estate.
1986 Sears Wish Book
Sears 1986 Wish Book My Little Pony pyjamas
Sears 1986 Wish Book My Little Pony pyjamas
Sears 1986 Wish Book My Little Pony Paradise Estate, So Soft Ponies, Pony Wear
Sears 1986 Wish Book My Little Pony Flutter Ponies, Beddy Bye Eye Baby Ponies
Sears 1986 Wish Book My Little Pony Birthday Party Pack, Pony Purse, Baby Bonnet School of Dance
1987
Though no actual ponies appeared in the 1987 Wish Book, MLP still made a bit of a presence in clothing and merch.
1987 Sears Wish Book
Sears 1987 Wish Book My Little Pony pyjamas
Sears 1987 Wish Book My Little Pony pyjamas
Sears 1987 Wish Book My Little Pony sleeping bag
Sears 1987 Wish Book My Little Pony sleeping bag
Sears 1987 Wish Book My Little Pony play tent
Sears 1987 Wish Book My Little Pony play tent
1988
Sadly, in 1988 only 1 MLP item made it to the Wish Book!
1988 Sears Wish Book
Sears 1988 WishBook My Little Pony sleeping bag
Sears 1988 WishBook My Little Pony sleeping bag
1989
Luckily the 1989 Wish Book came back with some pony action!
1989 Sears Wish Book
Sears 1989 Wishbook My Little Pony Megan and Sundance, Rock-a-Bye Bed, Pretty Pals
Sears 1989 Wishbook My Little Pony Dance ‘n Prance ponies
Sears 1989 Wishbook My Little Pony Megan and Sundance, Rock-a-Bye Bed
Sears 1989 Wishbook My Little Pony Pretty Pals, Dance ‘n Prance ponies
Sears 1989 Wishbook My Little Pony Pretty Pals
Sears 1989 Wishbook My Little Pony Sleep tent, play tent. sleeping bag
Sears 1989 Wishbook My Little Pony Sleep tent, play tent. sleeping bag
1990
1990’s Wish Book brought an exclusive fleece set that included its own Fancy Pants boxed baby pony!
1990 Sears Wish Book
Sears 1990 Wishbook My Little Pony pant set and toy
Sears 1990 Wishbook My Little Pony pant set and toy
Sears 1990 Wishbook My Little Pony play tent and sleeping bag
Sears 1990 Wishbook My Little Pony play tent and sleeping bag
1991
Both MLP items in the 1991 Wish Book included the Rainbow Curl ponies, a set that ddin’t show up much in MLP merchandise in general.
1991 Sears Wish Book
Sears 1991 Wishbook My Little Pony pants set
Sears 1991 Wishbook My Little Pony pants set
Sears 1991 Wishbook My Little Pony sleeping bag
Sears 1991 Wishbook My Little Pony sleeping bag
J.C. Penney
Another huge American retailer, J.C. Penney came about in 1902 founded by James Cash Penney and William McManus as a dry goods store. Unlike Sears, J.C. Penney began as a brick and mortar department store chain and got a boost in the 60s by moving into new shopping malls. Penney’s didn’t get into the catalogue sales until 1962 but through the 80s and 90s enchanted kids with Christmas dreams right alongside Sears. J.C. Penneys discontinued their Wish Books in 2009 but came back for an encore in 2015 before quitting for good.
1980
The 1980 JC Penney Wish Book did not carry any MLP items but you may remember these toys!
1980 JC Penney Wish Book
JC Penney 1980 Wishbook Strawberry Shortcake rag dolls
JC Penney 1980 Wishbook Mickey Mouse Talking Phone
1981
My Pretty Pony made her JC Penney debut in the 1981 Wish Book.
1981 JC Penney Wish Book
JC Penney 1981 Wishbook MLP My Pretty Pony
1982
So good she showed up twice! My Pretty Pony returned for the 1982 Wish Book.
1982 JC Penney Wish Book
JC Penney 1982 Wishbook MLP My Pretty Pony
1983
Strangely, while Sears carried MLP items continously in the early 80s, JC Penney took a break in the 1983 WIsh Book so you may remember some of thes other toys. **What’s interesting is that Tony the Pony, whom the book does not list a manufacturer for, is of the exact same mold (even down to the accessories) of the My Little Pony Ride-On toy made and sold in the UK by Playcraft and in other parts of Europe. The Ride-On Ponies came in pastel colours, not the natural, almost Pretty-Pony-esque brown.
**Scroll down to the Argos section below and you’ll see a photo of a UK Ride-On pony.
1983 JC Penney Wish Book
JC Penney 1983 Wish Book Tony the Pony
JC Penney 1983 Wish Book Herself the Elf
JC Penney 1983 Wish Book Shirt Tales
1984
Strong in playsets, the 1984 Wish Book came back committed to MLP!
1984 JC Penney Wish Book
JC Penney 1984 My Little Pony Dream Castle
JC Penney 1984 My Little Pony ponies, carry case, Show Stable, Waterfall playset, Pretty Parlor, gift set
JC Penney 1984 My Little Pony ponies, Dream Castle
JC Penney 1984 My Little Pony ponies, carry case, Show Stable, Waterfall playset, Pretty Parlor, gift set
1985
Penney’s 1985 book contains a couple of interesting MLP items. The Sticker Machine contained licensed character stickers from several toy lines including MLP. The Moondancer clock was produced with a more stylized mane and tail than that pictured here. And that pony kitchen set is to die for!
1985 JC Penney Wish Book
JC Penney 1985 Wish Book My Little Pony clothing
JC Penney 1985 Wish Book My Little Pony clothing
JC Penney 1985 Wish Book My Little Pony sticker rolls
JC Penney 1985 Wish Book My Little Pony sticker rolls
JC Penney 1985 Wish Book My Little Pony sleeping bag
JC Penney 1985 Wish Book My Little Pony sleeping bag
JC Penney 1985 Wish Book My Little Pony Play and Care babies
JC Penney 1985 Wish Book My Little Pony Rainbow Ponies and Dream Castle (Notice Tickle’s mauve colour and Starflower’s symbol difference to the final)
JC Penney 1985 Wish Book My Little Pony Megan and Sundance, Baby Buggy, Lullaby Nursery, Pony case
JC Penney 1985 Wish Book My Little Pony
JC Penney 1985 Wish Book My Little Pony
JC Penney 1985 Wish Book My Little Pony kitchen set
JC Penney 1985 Wish Book My Little Pony kitchen set
JC Penney 1985 Wish Book My Little Pony Merry Go Round game
JC Penney 1985 Wish Book My Little Pony Merry Go Round game
JC Penney 1985 Wish Book My Little Pony Moondancer clock (notice the difference in hair molding and symbol size/stars to the final)
JC Penney 1985 Wish Book My Little Pony Moondancer clock
JC Penney 1985 Wish Book My Little Pony Book and record sets
JC Penney 1985 Wish Book My Little Pony Book and record sets
1986
In addition to he marvelous desk set with blotter, the 1986 Wish Book carried the final design of the Moondancer Clock as well as the small Lickety Split digital clock.
1986 JC Penney Wish Book
JC Penney 1986 Wish Book My Little Pony Lickety Split digital clock
JC Penney 1986 Wish Book My Little Pony Lickety Split digital clock
JC Penney 1986 Wish Book My Little Pony Moondancer clock
JC Penney 1986 Wish Book My Little Pony Desk Set
JC Penney 1986 Wish Book My Little Pony Desk Set
JC Penney 1986 Wish Book My Little Pony Beddy Eye Baby Ponies, Baby Bonnet School of Dance, Gift Pack, Megan and Sundance,
JC Penney 1986 Wish Book My Little Pony Lullaby Nursery
JC Penney 1986 Wish Book My Little Pony Beddy Eye Baby Ponies, Baby Bonnet School of Dance, Gift Pack, Megan and Sundance, Baby Buggy
JC Penney 1986 Wish Book My Little Pony Paradise Estate, Deluxe Collector’s Case, So Soft Ponies, Twinkle Eyed Ponies
JC Penney 1986 Wish Book My Little Pony Paradise Estate, Deluxe Collector’s Case, So Soft Ponies, Twinkle Eyed Ponies
JC Penney 1986 Wish Book My Little Pony Paradise Estate
JC Penney 1986 Wish Book My Little Pony Paradise Estate, Deluxe Collector’s Case, So Soft Ponies, Twinkle Eyed Ponies
JC Penney 1986 Wish Book My Little Pony sleep tent
JC Penney 1986 Wish Book My Little Pony sleep tent
JC Penney 1986 Wish Book My Little Pony sleeping bag
JC Penney 1986 Wish Book My Little Pony sleeping bag
JC Penney 1986 Wish Book My Little Pony pyjamas
JC Penney 1986 Wish Book My Little Pony pyjamas
JC Penney 1986 Wish Book My Little Pony fleece set
JC Penney 1986 Wish Book My Little Pony fleece set
1987
While ponies themselves were absent in the 1987 Wish Book, these adorable pyjamas certainly made someone’s Christmas bright!
1987 JC Penney Wish Book
JC Penney 1987 Wish Book My Little Pony Moondancer clock
JC Penney 1987 Wish Book My Little Pony sleeping bag
JC Penney 1987 Wish Book My Little Pony sleeping bag
JC Penney 1987 Wish Book My Little Pony pyjamas
JC Penney 1987 Wish Book My Little Pony pyjamas
JC Penney 1987 Wish Book My Little Pony pyjamas
JC Penney 1987 Wish Book My Little Pony pyjamas
JC Penney 1987 Wish Book My Little Pony pyjamas
JC Penney 1987 Wish Book My Little Pony pyjamas
1988
Ponies made it back to the 1988 Wish Book but notice that the Apple Delight Loving Family set is called “Apple Tree” and baby ‘s hair is missing its stripe.
1988 JC Penney Wish Book
JC Penney 1988 Wishbook My Little Pony pyjamas
JC Penney 1988 Wishbook My Little Pony pyjamas
JC Penney 1988 Wishbook My Little Pony sleep tent
JC Penney 1988 Wishbook My Little Pony sleep tent
JC Penney 1988 Wishbook My Little Pony sleeping bag
JC Penney 1988 Wishbook My Little Pony sleeping bag
JC Penney 1988 Wishbook My Little Pony Perm Shoppe, “Apple tree” family and Poof ‘n Puff Palace
JC Penney 1988 Wishbook My Little Pony Perm Shoppe, “Apple tree” family and Poof ‘n Puff Palace
JC Penney 1988 Wishbook My Little Pony Moondancer clock
JC Penney 1988 Wishbook My Little Pony Moondancer clock
1989
In the 1989 Wish Book, MLP was all about getting us kids to be with pyjamas, sleping bags and sleep tents!
1989 JC Penney Wish Book
JC Penney 1989 My Little Pony sleeping bag
JC Penney 1989 My Little Pony sleeping bag
JC Penney 1989 My Little Pony sleeping bag
JC Penney 1989 My Little Pony sleep tent
JC Penney 1989 My Little Pony pyjamas
JC Penney 1989 My Little Pony pyjamas
JC Penney 1989 My Little Pony pyjamas
JC Penney 1989 My Little Pony pyjamas
1990
1990 brought us the only glimpse of Petite Ponies in the major US retailer Wish Books!
1990 JC Penney Wish Book
JC Penney 1990 Wishbook My Little Pony Petite Pony playsets
JC Penney 1990 Wish Book My Little Pony sleeping bag
JC Penney 1990 Wish Book My Little Pony sleeping bag
JC Penney 1990 Wish Book My Little Pony pant set
JC Penney 1990 Wish Book My Little Pony pant set
1991
By 1991 MLP’s toy lines for G1 were nearing end in the US but Penney’s brought us a couple of cute fleece sets to send off.
1991 JC Penney Wish Book
JC Penney 1991 Wishbook My Little Pony pants set
JC Penney 1991 Wishbook My Little Pony pants set
JC Penney 1991 Wishbook My Little Pony pyjamas
JC Penney 1991 Wishbook My Little Pony pyjamas
1992
As JC Penney said goodbye to its MLP Wish Book appearances, one final fleece set wowed kids with a rare Sippin’ Soda merch item.
1992 JC Penney Wish Book
JC Penney 1992 Wishbook My Little Pony pants set
JC Penney 1992 Wishbook My Little Pony pants set
Montgomery Ward
Montgomery Ward began as the first American mail-order business founded by Aaron Montgomery Ward in 1872 and later fleshed out into their own department stores by 1926. The original creator of the “Wish Book”, Montgomery Ward began their mammoth book of wares in 1883 (they even sold animals in the 50s!) and found Sears to be their direct competitor when they came out with their own version. But by 1986 Montgomery Ward had ceased to produce its Wish Book when it scaled back from catalogue sales to sell in store. Fun fact about ‘Ward’s- Rudolph the Red-Nosed Reindeer is a store creation made up by a catalogue copywriter in 1939 as a book to sell for that Christmas season.
1980
The 1980 Montgomery Ward Wish Book did not carry any MLP items but you may remember these toys!
1980 Montgomery Ward Wish Book
Montgomery Ward 1980 Breyer horses
Montgomery Ward 1980 Wishbook Alphie Robot
1981
While other Wish Books carried My Pretty Pony, only Ward’s showed us just how enjoyable she was going to be when she ended up under our Christmas trees!
1981 Montgomery Ward Wish Book
Montgomery Ward 1981 My Pretty Pony
Montgomery Ward 1981 My Pretty Pony
1982
The 1982 Montgomery Ward Wish Book did not carry any MLP items but you may remember these toys!
1982 Montgomery Ward Wish Book
Montgomery Ward 1982 Wish Book Strawberry Shortcake
Montgomery Ward 1982 Pac Man Bubble gum dispenser
1983
My Little Pony proper made it into the 1983 book with playsets to boot!
1983 Montgomery Ward Wish Book
Montgomery Ward 1983 Wish Book Show Stable, Pretty Parlor, Collector’s Pose Ponies
1984
Several interesting MLP items showed up in the 1984 Wish Book including a now rare umbrella, gift set and radio/cassette players. Montgomery Ward was the only of the major US retailers to have MLP on their cover- go Firefly!
1984 Montgomery Ward Wish Book
Montgomery Ward 1984 Wish Book My Little Pony Listen n Look book and cassette
Montgomery Ward 1984 Wish Book My Little Pony Listen n Look book and cassette
Montgomery Ward 1984 Wish Book My Little Pony sleeping bag, pyjamas, robe
Montgomery Ward 1984 Wish Book My Little Pony cassette player, 7 piece dresser set, tote bag, umbrella, 3 piece gift set
Montgomery Ward 1984 Wish Book My Little Pony sleeping bag, slumber mate, pyjamas, robe, AM/FM radio
Montgomery Ward 1984 Wish Book My Little Pony Umbrella, tote bag, 3 piece gift set
Montgomery Ward 1984 Wish Book My Cassette player, AM/FM Radio, Dresser set
Montgomery Ward 1984 Wish Book My Little Pony softies
Montgomery Ward 1984 Wish Book My Little Pony Dream Castle, pony assortment
Montgomery Ward 1984 Wish Book My Little Pony Dream Castle, Pony assortment, Softies, Pretty Parlor, Waterfall playset, Rubber Stamp Color Set, Show Stable
Montgomery Ward 1984 Wish Book My Little Pony Pretty Parlor, Waterfall playset, Rubber Stamp Color Set, Show Stable
Montgomery Ward 1984 Wish Book My Little Pony softie
Montgomery Ward 1984 Wish Book My Little Pony softie
1985
Sadly, Montgomery Ward stopped their 80s books right in 1985 but went out in a blaze with an entire PONY BEDROOM SET!
Montgomery Ward 1985 Wish Book
Montgomery Ward 1985 Wish Book My Little Pony book and cassette sets
Montgomery Ward 1985 Wish Book My Little Pony Book and Cassette sets
Montgomery Ward 1985 Wish Book My Little Pony pyjamas
Montgomery Ward 1985 Wish Book My Little Pony pyjamas
Montgomery Ward 1985 Wish Book My Little Pony bedroom set
Montgomery Ward 1985 Wish Book My Little Pony Bedding, Moondancer Clock, Sleeping bag
Montgomery Ward 1985 Wish Book My Little Pony clothing
Montgomery Ward 1985 Wish Book My Little Pony clothing
Montgomery Ward 1985 Wish Book My Little Pony pyjamas
Montgomery Ward 1985 Wish Book My Little Pony
Montgomery Ward 1985 Wish Book MLP Softies, Merry Go Round Game, Tent and Cotton Candy Radio
Montgomery Ward 1985 Wish Book Play and Care Babies, Dream Castle, Megan and Sundance
Montgomery Ward 1985 Wish Book Lullaby Nursery, Rainbow Ponies
Montgomery Ward 1985 Wish Book Cotton Candy Softie
Argos
Founded in the UK in 1972 by Richard Tompkins, Argos allows customers to order from a catalogue right in their warehouse locations and operated similarly to the US Service Merchandise chain. Still going strong, Argos sells online as the UK’s 3rd biggest online retailer and is now owned by Sainsbury’s. **I apologize for the poor quality of the Argos photos- I only have digital files of the original catalogues.
1984
This 1984 Argos catalogue has a small but very cheery looking collection of MLP.
ARGOS 1984 catalogue
Argos UK 1984 My Little Pony Blue Belle, Show Stable, Grooming Parlour, Bow-Tie softie
1985
The 1985 Spring/Summer catalogue shows a glimpse of the UK Ride-On Pony – scroll up to see the Tony the Pony (MLP official? Maybe?) twin of this toy in the 1983 JC Penney Wish Book.
ARGOS 1985 Spring/Summer Catalogue
Argos UK 1985 MLP Bubbles alarm clock
Argos UK 1985 MLP Show Stable, Blue Belle, Grooming Parlour and Bow-tie Softie
Argos UK 1985 MLP Ride-on toy
1986
Argos’ 1986 book brought such merch items as the Snowflake calculator set, the Beauty Set and the fabulousl play tent.
ARGOS 1986 catalogue
Argos UK 1986 My Little Pony Wall clocks
Argos UK 1986 My Little Pony Bubbles alarm clock
Argos UK 1986 My Little Pony bath set
Argos UK 1986 My Little Pony bath set
Argos UK 1986 My Little Pony Duvet set
Argos UK 1986 My Little Pony duvet set
Argos UK 1986 My Little Pony Snowflake calculator set
Argos UK 1986 My Little Pony Merry Go Round Game
Argos UK 1986 My Little Pony Show Stable, Grooming Parlour, Megan and Sundance, Baby Lemon Drop and Baby Stroller, Lunch boxes, Lullaby Nursery
Argos UK 1986 My Little Pony Assorted Ponies, Flutter Ponies, Baby Ponies, Pony Wear, Wedding Bells Confetti, Play tent, Dream Castle
1989
Only 1 page of ponies in this 1989 Argos book but Hasbro’s similar Fairy Tails line made a small appearance as well.
ARGOS 1989 Autumn/Winter catalogue
Argos UK 1989 Hasbro Fairy Tails
Argos UK 1989 My Little Pony Crimp ‘n Curl Salon, Perfume Puff Parlour, Loving Family Apple Delight set, Grooming Parlour, Scrub a Dub Tub set, Satchel