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DES MOINES, IOWA
Among the first to have a Mrs. Santa Clans was the Sears Roebuck and Company's retail store, Des Moines, la. For fonr weeks preceding Christmas, Mrs. Santa Clans was heard Monday through Saturday from 8:30 to 8:45 A.M. over KRXr.
Different and no\el was the promotional plan built around Mrs. Santa Claus. In the Sears' toyland was a wishing well attended by a fairy. Children filled out caicls listing what they wanted
for Christmas, signed their names and addresses, and dropped the cards into the well as they blew one of Santa's wishing whistles.
The cards, made out in the child's own handwriting, were sent to its mother. Accompanying the card was a letter from Sears telling the mother of the child's recent wish at the well. The suggestion was made that Sears hoped to help the child's wish come true, and mothers were invited to \isit the store soon. Sears found that a very high percentage of the direct mail letters were read, and the fact that the letters were accompanied by a card in the child's own handwriting added a telling and effective personal touch.
AVhile Mrs. Santa Claus, alias Beverly Berry of the KRXT staff, read the children's names on her daily program, what they wished for w^as not divulged. Did the smallfry go for this plan! A three weeks' supply of cards, wishing whistles and cartoon books was used up in a single week.
COLUMBUS, OHIO
In Columbus, O., Santa really went to town for the F & R Lazarus & Co. department store. With the toy department in a new location exactly six stories away from Santa's throne-room, two obstacles immediately presented them
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