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 wink).

**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 items!

1981

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1986

1987

1988

1989

1990

1991

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

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

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

1981

1982

1983

1984

1985

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

1985

1986

1989