"OUR HEARTIEST WISH FOR EVERY BOY AND GIRL—'A VERY MERRY CHRISTMAS'": ORIGINAL CHRISTMAS-THEMED ACTIVITY BOOK FROM THE TOYLAND AT FRANK AND SEDER'S DEPARTMENT STORE, 1939
(CHRISTMAS). Frank & Seder's Toyland activity book. New York: Goldsmith, (1939). Slim folio (8 by 11 inches), staple-bound as issued, original pictorial paper wrappers. $225.
First edition of this advertising booklet intended as a giveaway to children visiting Santa at the Toyland at Frank & Seder's Department Store, with six pages in color, in original pictorial wrappers.
Published as a promotional gift for children visiting the Santa at Frank & Seder's Department Store, this 1939 activity book captures a distinctively American Christmas spirit through coloring pages, poems, craft suggestions, a board game, and more. Though mostly forgotten today, Frank & Seder's was one of the iconic mid-century department stores, originally opening in Pittsburgh opposite Kaufman's and eventually opening other branches in New York, Philadelphia, and Detroit.
Mild toning, a few small closed tears to bright original wrappers, a few expert repairs to wrappers and text at fold.