12 Retail Catalogs That Defined Childhood in the ’70s and ’80s
These 12 retail catalogs were the heart of childhood wish lists in the ’70s and ’80s.
- Sophia Zapanta
- 4 min read
Before online shopping, catalogs were the main way kids explored the latest toys, games, and gadgets. Big brands mailed out colorful booklets filled with everything from clothes to electronics, but it was the toy sections that really mattered. For many, flipping through these pages was the highlight of the holiday season.
1. Sears Wish Book
Mike Kalasnik on Wikimedia Commons
First launched in 1933, the Sears Wish Book became a childhood favorite during the holidays. By the ’70s and ’80s, it was over 500 pages and packed with toys, bikes, and electronics. Kids would circle items with markers and dream of what might appear under the tree. Sears stopped printing it in 2011, but it was already fading long before.
2. JCPenney Christmas Catalog
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The JCPenney catalog rivaled Sears in size and popularity. It had entire sections for action figures, dolls, and home gadgets. Parents used it for shopping, while kids used it for daydreaming. It was printed until the early 2000s, though its prime was clearly in the ’70s and ’80s.
3. Montgomery Ward
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Montgomery Ward’s “Wish Book” was another catalog heavyweight. Its thick, glossy pages offered everything from bicycles to Barbie houses. While not quite as iconic as Sears, it was a go-to for many American families. The retailer stopped producing catalogs in the late ’90s.
4. Toys “R” Us Catalog
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While not as thick as department store catalogs, Toys “R” Us focused purely on kids’ wants. Its seasonal toy catalogs were released around birthdays and holidays. The bright pages were filled with action figures, board games, and toy commercials in print form. These helped cement Toys “R” Us as the ultimate toy store for kids.
5. Service Merchandise
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Service Merchandise catalogs let you browse and order items before picking them up in-store. It was a mix between a showroom and catalog shopping. The toy section was always highlighted, featuring everything from science kits to slot cars. The chain phased out catalogs before closing in 2002.
6. Spiegel Catalog
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Spiegel leaned more toward fashion and home decor, but its catalog also had toys and gadgets. It had a more upscale feel compared to department stores. If included, kids usually skipped to the electronics or toy pages. The brand still exists online, but its catalog heyday ended in the ’90s.
7. Fingerhut
fingerhut.com on Wikimedia Commons
Known for its easy credit plans, Fingerhut catalogs reached homes across the country. It included toys, games, small appliances, and home electronics. Families who couldn’t buy outright could still make monthly payments. The catalog was especially popular in working-class households.
8. Lionel Playworld Catalog
Lionel, LLC on Wikimedia Commons
Lionel Playworld was a toy store chain with its own catalog, full of toys, games, and model trains. The stores were mostly regional, but the catalog had national reach in the ’70s and early ’80s. It gave Toys “R” Us some competition during peak seasons. Eventually, the company closed in the early ’90s.
9. Kay-Bee Toys Catalog
KB Toys on Wikimedia Commons
Kay-Bee was the go-to mall toy store, and its seasonal catalogs helped drive traffic to its stores. The catalogs were thinner but still loaded with the latest action figures and dolls. Kids would grab them while shopping with their parents. Kay-Bee eventually folded in the 2000s.
10. FAO Schwarz Catalog
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FAO Schwarz offered a more luxurious experience, and their catalogs matched the vibe. These booklets featured high-end toys, giant stuffed animals, and imported items. While not as common in every household, they were admired for their elegance. The company’s catalogs became collector items after the stores closed in many cities.
11. Consumers Distributing
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This Canadian-based retailer used a catalog-based system where shoppers ordered at a counter. The U.S. branches operated similarly in the 1980s. The catalog included watches, toys, and home goods, all reserved through item numbers. The chain shut down operations in the 1990s.
12. Best Products
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Best had showroom stores and a thick catalog filled with electronics, furniture, and toys. Kids loved flipping to the back for the latest video games or remote-control cars. The store had a unique order-then-pick-up model similar to Service Merchandise. It closed its doors in 1997.