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B
ull Market in Cinnamon Bears
Demand Exceeds Supply of Merchandise Tie-in With Yuletide Series Aired 6 Years Over KVFD Says EDWARD BREEN, Manager
To us at KVFD, Fort Dodge, la., the adventures of Paddy O'Cinnamon and the Barton Twins in their search lor the silver star have become as much a part of the hoHdays as Santa Glaus and Christmas trees.
We found Paddy O'Cinnamon six vears ago and ever since then, sponsored first by one and then by another, the adventures of this jolly Cinnamon Bear have been a Christmas featmx. This \ear is no exception.
Children love him. They return each \car to their radios to hear what is now a well loved, traditional story.
To exploit this story, we've given away pins and cut-outs. Paddy O'Cinnamon has held parties and marched in parades. Moppets by the thousands ha\'e written to him and he has answered their letters. But not until last year did we strike the tie-up that proved to be the Mother lode for the lucky sponsor.
Why it didn't oCcur to us before, I don't know. I'm departing from the truth when I leave the inference that it occurred to us. It never did. We were lucky. It happened to us. AVe w^re the innocent bystander.
Our sponsor last year was the Sears Roebuck Comany and our sponsor this \car is the Sears Roebuck Company. While we were considering ways of promoting the Cinnamon Bear, one of the girls from the toy department said, "Why don't we order a lot of Teddy Bears . . . 07ily we'd call them Cinnamon Bears."
We can take a hint. From there, O. E. Bergdorf, store manager, now in Duluth and managing the Sears store there, sawthat we carried on. He ordered the bears, put green ribbons around their necks and labelled them Paddy O'Cinna
NOVEMBER, 1946
mon. One whole window of the store was filled with bears. That started it!
Every child in KVFD-Land wanted a Cinnamon Bear. Other stores in town were smart. They all wanted to be in the act. Soon they, too, w^ere selling Cinnamon Bears. But there were never quite enough to meet the demand.
This year when Paddy O'Cinnamon returns to the air, Warren Downs, now manager of the Sears Fort Dodge store, says that Sears will be ready. Last year's order for bears has been doubled. Because this year again, to borrow or mix a phrase, we're expecting a bull market in bears. Cinnamon Bears!
More or less a Christmas tradition in 30 or more cities in the country is the transcribed feature. The Cinnamon Bear. Among the repeaters are Wieboldt Stores, Inc., Chicago; Frederick & Nelson, Seattle; Wolf & Company, Portland, and W einstock-Lubin Company, Sacramento. A quarter-hour program, there are 26 episodes available.
• A SEARS Paddy O'Cinnamon window.