Toy
shopping
in New England in the 1960s and 1970s once meant going to locally-owned
toy stores and buying unforgettable toys like an "Electroshot Shooting
Gallery," a magic kit with an overwhelming smell of polyvinylchlroide,
Lionel Trains, and a game with "pop-o-matic" dice.
Stores
like
Bowen's in Bedford, Mass., Child World in Medford, Mass., Playtime in
Arlington, Mass., and Lechmere Sales in Cambridge, Mass., led the pack
for us, providing a wonderland of colorful holiday merchandise -- some
familiar and others, hard-to-find and unique and exciting like model
ships that replicated the U.S.S. Constitution or the Sancta Maria. Our
television favorites like Bugs Bunny, Fat Albert, Rocky and Bullwinkle,
Sherman and Peabody and even Tennessee Tuxedo and Chumley showed up on
merchandise as puppets, dolls and in books. There was even a Monkees
toy guitar that generated more interest than the lackluster television
show and music that made the "fabricated four" a smash sensation.
The
precursor
to holiday toy shopping was receiving the Sears Catalog in the mail.
How exciting it was to bypass the boring clothing, appliance, home and
garden and audio/visual sections and thumb right to the toy pages. We
rarely went to Sears, however, for toys. I'm not sure why, as the
catalog looked so promising. Perhaps we just felt more at home with the
local toy shop owners and employees who made us feel like family.
The
toy store
lines at our favorite toy stores weren't quite as long and impatient,
and the music in the background was void of Weird Al Yancovic and
Britney Spears. Toy store employees spoke full, clear English sentences
and were genuinely excited to help you. They represented their owners
well. Store owners would never hire some of the help you see today, the
ones that sometimes look and act like future inmates of America.
Children
were
respectful, not bowling over people en route to locating their favorite
toy. Parents came with cash, and store employees used their
mathematical skills learned in high school to instantly provide the
right amount of change.
During
the
Christmas season, the toy store owners diligently watched over their
hired help and always offered parents and kids a "Merry Christmas" --
without anyone becoming offended and reporting it to the ACLU. The
store owners seemed to often sport a bow tie, pencil thin mustache and
horn-rimmed glasses. That store owner could also take some
days off, as he trusted his hired help.
In the
toy
store display windows, employees set up Christmas displays with the
preciseness of an civil engineer (Bechtel Parsons wasn't around then)
-- Christmas lights, fake snow, artificial Christmas trees weighed down
by too many ornaments, moving displays, those revolving color light
machines illuminating the ceiling and toys, toys, toys, made one
gravitate towards the store.
Toy
stores
were indeed a holiday wonderland for us, places to be a kid, stay a kid
and feel good about being a kid. And that went for the adults, too.
Customer service and proper store attitude may have left us long ago,
but youthfulness never goes away. Locally-owned toy stores beaming with
pride are an integral part of that magical time of youth, one that will
never be forgotten.
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