Vintage Toronto Ads: Colouring Contests

Originally published on Torontoist on August 26, 2015.

Before reading this column any further, grab the nearest pack of coloured pencils, crayons, or markers, or open up your favourite digital art program. Have we got a colouring bonanza for you!

Long before adult colouring books topped the Amazon charts, there was the humble colouring contest. It was a simple gimmick: draw interest in your brand, event, publication, or store by reeling in kids with promises of prizes if they applied their artistic skills (or lack thereof) to simple line drawings based on popular shows or seasonal icons. For their efforts, they might win pocket change, a bicycle, a chance to meet their idols, or bragging rights at the playground.

Today’s selection of ads spotlights past opportunities to dazzle judges with your colouring skill. Let your creativity run wild!

Click on any of the following images for larger versions.

Robertson Brothers Colouring Contest

Toronto Star, March 23, 1928.

  Treasure Island Colouring Contest

The Globe, December 4, 1934 and December 5, 1934.

From the August 18, 1934 New York Times review of Treasure Island:

Although there are occasional studio interpolations, the present screen offering is a moderately satisfactory production. It has not the force or depth of the parent work and, kind as one might wish to be to the adaptation, it always seems synthetic. However, hitherto on the stage and in two silent films of the same subject, the role of Jim Hawkins has been acted by a girl. One is spared this weakness in this picture, for that able juvenile, Jackie Cooper, plays Jim, and, although he may not impress one as being the Jim of the book, he does fairly well.

Star Weekly Christmas Colouring Contest Toronto Star, December 5, 1940.

Christmas colouring contests have long been a holiday staple. In this case, they may have also provided a boost to the Star’s sister publication, Star Weekly.

Roy Rogers Colouring Contest

Toronto Star, September 11, 1954 and September 19, 1954.

Forget the beautiful statue of the “King of the Cowboys” riding his trusty horse Trigger; the real thrill for most winners would have been spending a few moments with Roy and Dale at the 1954 CNE. A photo published in the Star of 11-year-old victors John Goslinga and Alfred Kemp depicted them in full cowboy regalia, as if they were ready to be extras in one of Roy’s horse operas.

Davy Crockett Colouring Contest

Toronto Star, September 12, 1955 (left) and September 13, 1955 (right).

A year after the Roy Rogers contest, the Star capitalized on the success of Davy Crockett. Note flattering depictions of aboriginals and women.

Parkay Colouring Contest

Globe and Mail, April 19, 1955.

Faster than a bicycle going downhill! More powerful than a butter churn! Spreads margarine on toast with a single stroke! It’s a bird, it’s a plane…it’s PARKAYBOY!

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Toronto Star, October 9, 1956.

Simpsons gets in on the colouring contest action with RCA Victor’s venerable mascot, Nipper.

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Toronto Star, November 21, 1956.

We (and Disney’s lawyers) can only hope that the actual drawing of Mickey and Minnie used for Dominion’s Ice Capades tie-in was superior to this spartan sketch.

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Toronto Sun, April 19, 1972.

How terrfying can you make this clown?

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Toronto Sun, November 20, 1977.

A previous post covered the story of dinner with Chewbacca.

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Toronto Star, August 6, 1977.

The Star’s kids page launched its first colouring contest with this detailed pair of figures who would have looked at home in the Royal Ontario Museum. A trip to the ROM might have been preferable to the grand prize: a chance to see the first-year Blue Jays drop both ends of a doubleheader against the New York Yankees. The first game was a 15-0 blowout, which saw future Jay Cliff Johnson hit two homers. The Yankees were gracious during the second match, with only a 2-0 victory.

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Toronto Star, May 28, 1978.

More colouring, more baseball, happier results for the Blue Jays. The prize winner saw the home team defeat the Orioles in another doubleheader by scores of 6-2 and 9-8. It was the franchise’s first doubleheader sweep at Exhibition Stadium.

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Toronto Star, September 2, 1984.

Who better to represent a teddy bear picnic at the Metro Zoo than Winnie the Pooh? We wonder if, a year or two later, the celebrity mascot would have been Teddy Ruxpin.

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Toronto Life, April 1973.

While not promoting a colouring contest, this ad for the fashionable Bloor Street clothier fits the mood of a modern adult colouring book.

ADDITIONAL MATERIAL

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Toronto Star, September 7, 1954.

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Toronto Star, August 25, 1955. Click on image for larger version.

While the winners of the Star‘s Roy Rogers contest only received a small corner of a page, the winners of the paper’s Davy Crockett took up most of the front page of the second section. Sadly, none of them posed with series stars Fess Parker and Buddy Ebsen.

Extending Church Street

Originally published as a “Historicist” column on Torontoist on September 3, 2011.

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Mail and Empire, July 17, 1931.

As Toronto grew in the 1920s and its population pushed northward, traffic pressures on the few downtown arteries that ran north of Bloor Street intensified. During that decade, city planners devised several street extensions to relieve increased traffic on Avenue Road and Yonge Street. Of extensions proposed for routes like Bay, Jarvis, and Sherbourne, the lengthening of Church Street from Bloor Street to Davenport Road at Yonge Street was the first built.

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The pre–Church Street extension street grid. Goad’s Fire Insurance Plan, 1924.

The extension received its initial approval during a fiery meeting of the City’s works committee on October 7, 1929, where the $1.1-million plan passed by a 14-13 vote. Alderman Andrew Carrick walked out of the meeting when Mayor Samuel McBride  moved to take the vote without any discussion of the issue—newspapers reported that negative comments he made on his way out of the chamber were drowned out by remarks from other aldermen. Fellow alderman John R. Beamish was one of the loudest opponents of the plan; he believed that other extension projects like the connection of Sherbourne Street to St. Clair Avenue (a plan that eventually evolved into the Mount Pleasant Road extension) were worthier of funding. “This Church Street extension would be a waste of money as at best it would provide merely a temporary relief of traffic,” he told his colleagues. The pro-extension side was best summed up by Controller A.E. Hacker, who noted “there is a lot of traffic congestion east of Yonge Street, and if any improvement is made it has to be started soon. Traffic in this city has got to move regardless of expense.”

The next obstacle was funding. The City assessed property owners along Church from King to Bloor and those 600 feet of either side of that stretch to pay for 75 per cent of the project (the City would fund the remainder). Reaction was mixed among the affected landlords: some at the south end of the street felt the new flow of traffic would make their stretch more attractive and raise property values, while others saw no benefit and wondered why landowners south of King didn’t have to contribute. Among those in favour of the assessments was H.B. MacDonald, who owned 120 Church Street. “Any through street is a help,” he told the Star in February 1930. “It is a benefit to the street and to Toronto. Give a street access to the outlying parts and it will be livened up. From Yonge Street to the Don below Bloor is dead now and I think that this will improve it.”

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40-42 Collier Street, one of the properties in the way of the Church Street Extension, September 18, 1930. City of Toronto Archives, Fonds 200, Series 372, Subseries 3, Item 896.

The project was jeopardized when a petition presented to City Hall at the end of March 1930 showed that 692 out of the 1,081 affected property owners were against the extension due to the funding scheme. The extension was declared dead for a few weeks until it was revived by a Board of Control vote on April 16, 1930, to reverse the funding formula to 75 per cent city, 25 per cent property assessments. Disgruntled property owners remained, such as one who submitted a letter to theStar under the nom de plume of 14th-century English revolt leader Wat Tyler:

The proposed “so-called” Church St. Extension which was petitioned against by a large majority of taxpayers in vicinity is not a real extension, and is not wanted by them. The plan of the route is a miserable one; the cost enormous; the policy destructive, taking into consideration the good houses to be destroyed, the creation of islands of some properties and depreciation of adjacent properties. Church St. owners should not be compelled to finance a motor or transportation road for the benefit of the whole city.

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Lennox Hotel, No. 831 Yonge Street, September 18, 1930. City of Toronto Archives, Fonds 1231, Item 1109

By October 1930, preparation began to demolish properties along both the extension and the simultaneous widening project along Davenport Road from Yonge Street to Dupont Street. Among the most notable buildings to disappear from the cityscape was the Lennox Hotel at 831 Yonge Street. Built in 1892 by Richard Lennox, it was considered a regular stop for businessmen, farmers, and stagecoach drivers during its early days. Owners who had their properties expropriated seem to have been paid well; a list published in the Star on January 31, 1931, articled 15 properties, mostly along Davenport, for which the owners received anywhere from $1,200 (for part of a township lot) to $10,000 (for 35-37 Davenport Road).

In a timeframe unheard of these days, the TTC quickly constructed a new streetcar loop at Church and Asquith Avenue during late March and early April 1931. According to the June 1931 issue of The Coupler, “it wasn’t a very promising looking site from a beauty viewpoint, and yet we had good hopes that when the loop was completed and the landscape work finished, the Commission would have no reason to be ashamed of its handiwork.” Two houses were demolished to make way for the loop, which allowed the TTC to extend its Church streetcar line (which ran down to Front Street) a few blocks north and not tie up loops elsewhere.

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Asquith Loop, June 13, 1931. Photo by Alfred Pearson. City of Toronto Archives, Fonds 16, Series 71, Item 8630.

Passengers passing through the Asquith loop would have disembarked in a neighbourhood that remained primarily composed of family residences, thanks to a bylaw passed by city council on April 7, 1931, that forbade the construction of businesses and apartment houses along the Church Street extension. The bylaw may have been spurred by complaints from nearby institutions like Park Road Baptist Church, whose initial request to have the road be residential was turned down due to the financial opportunities for the City in selling off expropriated land that turned out to be surplus. Several councillors, including future mayor William Robbins, opposed the bylaw on the grounds that a widened street and public transit service made it ideal for apartments.

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One of the storefronts that vanished when Church Street was connected to Davenport Road was Britnell’s Art Galleries at 880 Yonge Street, which was owned by the same family as the Albert Britnell bookstore further south on Yonge. September 29, 1930. City of Toronto Archives, Fonds 200, Series 372, Subseries 3, Item 941

The extension was officially opened in a ceremony along Yonge Street on July 16, 1931. Red, white, and blue ribbons were strung across both Church and Davenport. Mayor William J. Stewart began the string of speeches from City officials by praising the extension as “an asset not only to the district immediately affected, but to the city at large and will be an aid to transportation and business.” He was followed by Controller J. George Ramsden (for whom Ramsden Park was named), who reminisced about the state of the neighbourhood when he lived there in the mid-1880s and boasted about his advocacy of the project. Both men were handed, in the words of the Globe, “a pair of gold-handled scissors taken from a blue case” and proceeded to cut the ribbons—Ramsden took care of Church Street, while the mayor freed up Davenport Road. Following an official motorcade, regular traffic began flowing down the new street.

Though Church Street has not been extended further north since that time, a plan presented to city council by works commissioner R.C. Harris in May 1930 proposed just that. Had that plan gone through, Church would have continued northwest along present-day Davenport Road to the Nordheimer Estate (which met the road at present-day Glen Edyth Drive), then followed the Nordheimer Ravine until the road ended at the intersection of St. Clair Avenue and Spadina Road. Like other ravine-based roadways proposed over time for that area, this plan never came to pass.

Sources: the March 1931 and June 1931 editions of The Coupler; the April 17, 1930, and July 17, 1931, editions of the Globe and Mail; the July 17, 1931, edition of the Mail and Empire; the July 17, 1931, edition of the Telegram; and the October 8, 1929, February 15, 1930, March 29, 1930, April 24, 1930, May 15, 1930, October 10, 1930, January 31, 1931, February 12, 1931, and April 8, 1931, editions of the Toronto Star. In addition, an undated clipping from the Telegram (probably from October 1930) residing in the City of Toronto Archives was consulted. Portions of this post originally appeared on Heritage Toronto’s website.

ADDITIONAL MATERIAL

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Toronto Star, November 5, 1930.

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Mail and Empire, July 17, 1931.

1933 Mail and Empire Women’s Pages 8: Wrapping up the Cooking School

For previous entries in this drawn-out series, follow this link.

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Mail and Empire, April 8, 1933.

More front page coverage to wrap up the cooking school, plus a list of winners.

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Mail and Empire, April 8, 1933.

Beyond the lead story, an apology was printed for those who were turned away.

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Mail and Empire, April 8, 1933.

Readers were reminded of products that were demonstrated at the show, so that they’d remember to buy those fine products on their next shopping trip.

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Mail and Empire, April 8, 1933.

Ann Adam was full of exclamation marks in her summary, because exclamation marks are good! They are indeed wonderful! Wonderful for expression! Wonderful for the enthusiasm of advertisers and suppliers! Wonderful for the recipes you will make!

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Mail and Empire, April 8, 1933.

And then it was time to return to regularly-scheduled content, such as these ideas for using spinach.

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Mail and Empire, April 8, 1933.

Let’s finish off with this installment of “Woman’s Point of View,” which tackles gardening and unemployment, money and unemployment, and Russia.

(More on the member of the Ignatieff family mentioned here)

A Maple Leaf Gardens Gallery

Based on a gallery post originally published on Torontoist on November 30, 2011, with new material mixed in.

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Maple Leaf Gardens, 1969. Photo by Bob Olsen. Toronto Star Photo Archive, Toronto Public Library, tspa_0098050f.

“Where pucks once flew 15 feet or more on the ice, shoppers will stare at a 15-foot wall of cheese.”

That’s how this story originally began, published on the day Loblaws opened its Maple Leaf Gardens location. The arena on the upper level (still officially called, as of 2019, the Peter Gilgan Athletic Centre) was still a few months away from opening. The occasion was a good excuse to take a stroll through the building’s history and the diversity of activities it had witnessed.

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The Globe, February 13, 1931.

In a timeframe that would be almost unheard of today, the request for a building permit was made in February 1931. The arena was open 10 months later. Also note the simultaneous request to the city to build an arena in Spadina Crescent, which was never constructed (the site is now U of T’s Daniels Faculty).

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Sketch of Maple Leaf Gardens, The Telegram, March 5, 1931.

Construction of Maple Leaf Gardens began in July 1931 and proceeded rapidly in order to be ready for the 1931/32 hockey season. Over 1,200 labourers, 750,000 bricks, and 77,500 bags of concrete were required to build the arena.

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Opening night ceremonies at Maple Leaf Gardens, Mail and Empire, November 13, 1931.

Over 13,000 people attended opening night on November 12, 1931. Maple Leaf Gardens President J.P. Bickell hoped that the arena would “be regarded as a civic institution, rather than a commercial venture, because its object is to foster and promote the healthy recreation of the people of this British and sport-loving city.” Unfortunately, the Maple Leafs lost to the Chicago Black Hawks 2-1.

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From W.A. Hewitt’s “Sporting Views and Reviews” column, Toronto Star, November 13, 1931:

The new Maple Leaf gardens proved a revelation to the hockey public last night. Everybody expressed amazement and pleasure at its spaciousness, its tremendous capacity, its comfort, its beautiful colour scheme, and its adaptability for hockey and all other indoor sports, with the spectators right on top of the play.

The crowd–a record one for hockey in Canada–was splendidly handled. No confusion, no crowding or rushing, everything done in the most orderly and systematic manner. The opening ceremonies were elaborate and a little lengthy, but that was excusable when one considers the importance of the occasion. They don’t open million-and-a-half arenas every night in the week.

Hewitt’s son, Foster, became a Gardens legend over his decades of broadcasting games on radio and television.

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Wrestling match, Whipper Billy Watson versus Dick Hutton, Maple Leaf gardens, July 5, 1956. City of Toronto Archives, Fonds 1257, Series 1057, Item 7520.

Seven days after the first hockey game, pro wrestling made its debut at the Gardens. A crowd of over 15,000 watched Jim Londos defeat Gino Garibaldi on November 19, 1931. The match was promoted by the Queensbury Athletic Club, who had recently hired Frank Tunney as its secretary. Within a decade Tunney took over the promotion and would be responsible for most of the venue’s wrestling cards until his death in 1983. One of his most popular draws was East York native Whipper Billy Watson, seen here defending a world title against Dick Hutton in 1956.

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Irvine “Ace” Bailey of the Toronto Maple Leafs Hockey Club in his office, 1960s. City of Toronto Archives, Fonds 1257, Series 1057, Item 2370.

Among those who kept offices in the Gardens was Irvine “Ace” Bailey, who was one of the Maple Leafs’ top forwards until he was nearly killed by a vicious hit from Boston Bruin Eddie Shore in December 1933. Though unable to resume his playing career, Bailey went on serve two stints as the University of Toronto’s hockey coach and worked as a timekeeper at the Gardens until 1984.

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Skater jumps through ring of fire at Toronto War Savings Committee youth rally, Maple Leaf Gardens, February 13, 1941. City of Toronto Archives, Fonds 1257, Series 1057, Iten 7068.

What lengths did organizers go to grab the attention of those attending the numerous war rallies at the Gardens during the Second World War? How about a skater jumping through a flaming hoop?

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Communist leader Tim Buck (front left) and others, Communist Labour and Total War Committee meeting, Maple Leaf Gardens, October 13, 1942. City of Toronto Archives, Fonds 1257, Series 1057, Item 7099.

Over 9,000 people attended a rally held on October 13, 1942 to support lifting the ban on the Communist Party that had been imposed under the War Measures Act two years earlier. Leader Tim Buck urged full support for the war effort to destroy the Axis powers, including conscription. Assorted labour leaders and politicians across party lines were also on stage to oppose the ban, including Ontario Premier Mitch Hepburn. One wonders if Hepburn’s motives were to further embarass Prime Minister Mackenzie King as much as helping the Communists break the ban and boosting war morale.

The ban wasn’t lifted, so the Communists reorganized as the Labour-Progressive Party the following year.

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Recruiting station at wartime rally, Maple Leaf Gardens, June 1, 1941. City of Toronto Archives, Fonds 1257, Series 1057, Item 7033.

The Gardens were used for numerous events supporting the war effort, from fundraisers to recruiting stations like this one. Even though he was in his mid-40s, Conn Smythe signed up for military service during the Second World War, eventually leading a sportsmen’s battalion and publicly criticizing the federal government’s handling of the war. Injuries sustained while caught in a German attack in July 1944 caused Smythe pain for the rest of his life. increasing his irascibility.

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Toronto Youth for Christ rally, Maple Leaf Gardens, circa 1946. City of Toronto Archives, Fonds 1257, Series 1057, Item 7111.

Religious rallies were a popular draw, such as this one for Toronto Youth for Christ in 1946. Faiths ranging from Roman Catholics to Jehovah’s Witnesses held mass meetings inside the arena. This photo also provides great views of the ceiling clock and the portrait of King George VI that Conn Smythe proudly displayed.

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Mayor Robert H. Saunders and Charles Templeton at Toronto Youth for Christ rally, Maple Leaf Gardens, 1946. City of Toronto Archives, Fonds 1257, Series 1057, Item 7114.

Mayor Robert Saunders talks to Charles Templeton (then in the evangelist phase of his life) during the Toronto Youth for Christ rally held on June 15, 1946. Over 16,000 people attended the event. “The pageant was as colourful as a professional revue and more gripping than the hundreds of athletic contests which have been fought out before hoarse throated thousands in the Gardens,” the Star reported. “With colourful, authentic costumes, fanfares from trumpets, excellent staging and colourful, effective lighting the story of religious leaders throughout the ages was unfolded.” Among the other speakers was Billy Graham.

Templeton, who was associated with the Avenue Road Church of the Nazarene (now the site of the Hare Krishna temple), gradually lost his faith, declared himself agnostic, became a journalist, ran for the leadership of the provincial Liberals, edited Maclean’s, and generally lived a busy, interesting life.

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Bingo players, Maple Leaf Gardens, 1940s. City of Toronto Archives, Fonds 1257, Series 1057, Item 7368.

On occasion, Maple Leaf Gardens became the biggest bingo hall in the city. I think they called O67…

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Lou Brody at Maple Leaf Gardens, between 1940 and 1960. City of Toronto Archives, Fonds 1257, Series 1057, Item 2439A.

Cleaning the ice surface, pre-Zamboni.

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Badminton played on skates in Maple Leaf Gardens ice show, 1950s. City of Toronto Archives, Fonds 1257, Series 1057, Item 6709.

Ice badminton, anyone?

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Liberace at Maple Leaf Gardens, May 8, 1954. City of Toronto Archives, Fonds 1257, Series 1057, Item 3404.

As longtime Gardens publicity director Stan Obodiac described this photo in his book Maple Leaf Gardens: Fifty Years of History (Toronto: Van Nostrand Reinhold, 1981), “Liberace exchanged his glittering suit for a straw hat in a 1954 country number.” While this particular number wasn’t mentioned , the Star reported in its May 10, 1954 review of the pianist’s show that “every time he ran off to make a change of costume or pull some cute gag, middle-aged women, who looked as though normally they’d be the soul of domestic decorum, got up and rushed after him.”

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Stanley Holloway putting on makeup, Old Vic Company’s production of A Midsummer Night’s Dream, Maple Leaf Gardens, December 1954. City of Toronto Archives, Fonds 1257, Series 1057, Iten 7342.

Veteran British actor Stanley Holloway applies his makeup between cigarette puffs before a performance of A Midsummer Night’s Dream by a touring company from the Old Vic in London. Globe and Mail drama critic Herbert Whittaker was disappointed with Holloway’s performance as Bottom. “I expected this prime exponent of earthy humour to be rougher, more simple,” Whittaker wrote in his December 15, 1954 review. “This Bottom is surprisingly modern, betraying his music hall antecedents without whipping us with uproarious burlesque. But he found himself not eclipsed but rather aided when he donned the monster head of an ass which the Ironsides have provided, and which is almost the hit of the production.” Also starring were Moira Shearer (The Red Shoes) as Titania and Patrick Macnee (The Avengers) as Demetrius.

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Maple Leaf Gardens refreshement stand, April 12, 1955. City of Toronto Archives, Fonds 1257, Series 1057, Item 7422.

Time for a refreshment break. Based on the date, my guess is that this photo was taken prior to the fourth game in the Eastern qualifying series for the Memorial Cup between the Toronto Marlboros and the Quebec Frontenacs.

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Globe and Mail, April 13, 1955.

The Marlies won the game 3-1, and went on to win both the series and the Memorial Cup. The roster was full of future Maple Leafs stars, including Bob Baun, Billy Harris, and Bob Pulford, along with future Leafs coach Mike Nykoluk.

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Crowds on new escalators, Maple Leaf Gardens, 1955. City of Toronto Archives, Fonds 1257, Series 1057, Item 7446.

Obodiac claimed that Maple Leaf Gardens was the first North American arena to be equipped with escalators.

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Performer in Maple Leaf Gardens’ Ice Capades rehearsing Peter Pan with journalist, 1950s. City of Toronto Archives, Fonds 1257, Series 1057, Item 6776.

Long before journalists earned the wrath of Harold Ballard, reporting from the Gardens had its share of dangers, For one, you could have conducted an airborne interview with Peter Pan before a 1950s edition of the Ice Capades.

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Performer in Maple Leaf Gardens’ Ice Capades with broken leg, with members of Toronto Maple Leafs hockey club, between 1958 and 1962. City of Toronto Archives, Fonds 1257, Series 1057, Item 6757.

It appears this injured Ice Capades performer’s recovery from a broken leg was assisted by Maple Leafs Tim Horton, Carl Brewer, and Bert Olmstead.

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Bill Haley and the Comets, Maple Leaf Gardens, April 30, 1956. City of Toronto Archives, Fonds 1257, Series 1057, Item 7213.

In what was considered the arena’s first rock n’ roll show, Bill Haley and his Comets headlined a 12-act bill on April 30, 1956 that also included Bo Diddley, LaVern Baker, Big Joe Turner, the Drifters, the Platters, and Frankie Lymon. “Like natives at a voodoo ritual,” the Star reported the following day, “the crowd writhed and reeled until their pent-up emotions burst the dam of reason and the clambered on to the stage and into the aisles to dance.” The following years, the Gardens was one of three Canadian stops Elvis Presley made on his only tour outside of the USA.

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Perry Como and Conn Smythe with “Timmy” in Como’s dressing room for Easter Seals show, “Timmy’s Easter Parade of Star,” Maple Leaf gardens, April 14, 1957. City of Toronto Archives, Fonds 1257, Series 1057, Item 7314.

A benefit concert for Easter Seals was an annual staple of the Gardens schedule beginning in the 1950s. Preparing for the 1957 edition are crooner Perry Como, “Timmy” Paul Gamble, and Conn Smythe. While Perry and Paul take the photo session in stride, Conn looks a little spooked. While researching this gallery, we discovered this wasn’t an unusual expression for Mr. Smythe.

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Likely from the same photo session, with Whipper Billy Watson and another youth subbing in for Perry Como. City of Toronto Archives, Fonds 1257, Series 1057, Item 7318.

As for the concert, the April 15, 1957 edition of the Globe and Mail observed that “it was the front rows to which Como and every star before him played. Bright-eyed children with crippled legs were the most fortunate: many there had crippled bodies as well as bodies, but they too obviously enjoyed every minute and hopped up and down with ecstatic delight.”

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Toronto Star, April 13, 1957. Click on image for larger version.

Other performers ranged from wrestler Whipper Billy Watson to the stars of CBC’s variety series Cross Canada Hit Parade and Country Hoedown.

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Prime Minister Louis St. Laurent and his wife Jeanne at Liberal party rally, Maple Leaf Gardens, June 7, 1957. City of Toronto Archives, Fonds 1257, Series 1057, Item 4213.

The federal Liberal election rally on June 7, 1957 was a political disaster, as a teenage heckler attempting to climb onstage fell backwards and hit his head on the concrete floor. The overall Liberal campaign that year was a dud.

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Cliff Richard and the Shadows at the Biggest Show of Stars for 1960, January 25, 1960. City of Toronto Archives, Fonds 1257, Series 1057, Item 7220.

Cliff Richard and the Shadows were among the acts featured in the January 1960 edition of the “Biggest Show of Stars” package tour.

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Toronto Star, January 26, 1960.

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The Isley Brothers, Biggest Show of Stars, January 25, 1960. City of Toronto Archives, Fonds 1257, Series 1057, Item 7252.

Other acts on the bill included the Isley Brothers and Clyde McPhatter.

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Audience at the Biggest Show of Stars for 1960, January 25, 1960. City of Toronto Archives, Fonds 1257, Series 1057, Item 7245.

A row of screaming fans at the January 1960 edition of the “Biggest Show of Stars.” Testing the limits of their vocal chords would serve them well, especially if any of them went on to see the Beatles at the Gardens four years later.

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Toronto Maple Leafs versus Chicago Black Hawks, between 1958 and 1964. City of Toronto Archives, Fonds 1257, Series 1057, Item 7529.

Ageless goalie Johnny Bower guards the net for the Maple Leafs against Chicago Black Hawks forwards Ron Murphy (10) and Eric Nesterenko (15).

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Toronto Maple Leafs versus Boston Bruins, between 1961 and 1963. City of Toronto Archives, Fonds 1257, Series 1057, Item 7527.

In this early 1960s match against the Bruins, the Leafs’ Bob Pulford (20) has his stick primed while team captain George Armstrong attempts to help. Among the Bruins trying to prevent a Leaf goal are Pat Stapleton (4), Ed Westfall (18), and Leo Boivin (20).

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Two men in Maple Leafs Gardens dressing room, pointing to painted Toronto Maple Leafs sign, 1950s. City of Toronto Archives, Fonds 1257, Series 1057, Item 7447.

A clubhouse motto erected by Conn Smythe to inspire the Maple Leafs. The City of Toronto Archives does not identify the two gentlemen pointing at the inspirational words, but we think they may be forward Sid Smith and goalie Harry Lumley.

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Sonny Fox with Harold Ballard at Maple Leafs Gardens, 1950s. City of Toronto Archives, Fonds 1257, Series 1057, Item 3038.

Harold Ballard’s association with Maple Leaf Gardens began during the 1930s when the future Maple Leafs owner was involved with a number of local amateur hockey teams. This picture, featuring Ballard with American television personality Sonny Fox, was taken long before hockey fans began uttering his name with contempt.

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Dave “Tiger” Williams signing an autograph for Greg Crombie, 1978. City of Toronto Archives, Fonds 1257, Series 1057, Item 8857.

This photo appears to have been left on the cutting room floor when I prepared the original post, probably to make the gallery a nice, neat total of 28 images.

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Greg Crombie at Maple Leaf Gardens with King Clancy, 1978. City of Toronto Archives, Fonds 1257, Series 1057, Item 8859.

Francis “King” Clancy was the sunny face of the Maple Leafs, whether it was as a player in 1930s or a team executive from the 1950s until his death in 1986. In his biography of Harold Ballard, sportswriter William Houston compared Clancy to a leprechaun. “Clancy usually has a big smile, a twinkle in his eye to go along with his high-pitched voice. He has an amiable personality and offends no one…He is full of stories from his hockey past and can be a delightful companion.”

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One of the last chances the public had to stroll around Maple Leaf Gardens before its conversion into its present form occured during Nuit Blanche in October 2008. While there were art installation on the arena floor, the real magic that evening was hearing visitors tell stories about their experiences in the building. There were also plenty of reminders that the Leafs had left behind after vacating the premises, such as this Mercury ad.

Lying in State at Old City Hall

Originally published on Torontoist on August 26, 2011.

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“Some of the thousands of citizens who passed through City Hall today to pay their final respects to Mayor Sam McBride as he lay in state are shown above with a few of the many handsome floral tributes and the solemn procession inside the building.” The Telegram, November 16, 1936.

While the state funeral planned for Jack Layton tomorrow is unique for being the first held for an opposition leader, it won’t be the first time a former councillor lies in state in Toronto’s seat of government. That honour was also bestowed upon two men who rose from council to the mayor’s office but died before the end of their mandate. Old City Hall served as the venue for the public to remember Sam McBride and Donald Summerville in a way that may be similar to that we will see at the new City Hall today.

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The Telegram, November 14, 1936.

Fiery Sam McBride returned to the mayor’s chair in 1936, seven years after his first term ended. Described by the Star as “a two-fisted, red-blooded, go-getter who was ready on a second’s notice to fight for what he believed to be right and to champion the cause of the common citizen,” his second stint was marred by ill health related to a blood infection caused by a teeth-pulling. Though he continued to look after city affairs, his public appearances declined. On November 10, 1936, McBride suffered a stroke and remained unconscious until he died four days later. City council decided the appropriate venue to remember McBride, who was born in the nearby Ward neighbourhood and who had been involved in municipal politics for 30 years, was Old City Hall. Inspired by the funeral held for Sir John A. Macdonald on Parliament Hill in 1891, the plan was to have McBride lie in state at the base of the grand staircase of the building for four hours on November 16, followed by a funeral in the lobby at 2:30 p.m.

A long line of mourners stretched along Queen Street to grieve McBride that day. As members of city council took turns attending the casket, around 25,000 people passed through to pay their final respects. City offices were closed for the day, while courts ceased their sessions at 1 p.m. When the funeral began at 2:30 p.m. buses, ferries, and streetcars across the city ground to a halt to observe two minutes of silence. Officials requested that during that quiet time, local motorists should avoid honking their horns. For the overflow crowd in front of Old City Hall, loudspeakers were set up so they could hear the 45-minute service, while the rest of the city tuned into CFRB. The eulogy was given by Reverend W.J. Johnson, who noted that if the mourners could open McBride’s heart, they would see, “written in letters of gold, Toronto.” A procession led by 20 mounted police led McBride to his final resting place in Mount Pleasant Cemetery.

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Toronto Star, November 21, 1963.

Almost exactly 27 years after McBride’s passing, the public again converged on Old City Hall to remember a fallen mayor. After 10 months in office, Donald Summerville’s intensive work schedule worried his city council colleagues. Though only 48 years old, Summerville had suffered a heart attack two years earlier. When it was suggested that city hire an official civic greeter to lessen his workload, Summerville, who often put in 16-hour days, insisted that he should make a special effort to be available to community groups who requested a mayoral presence at their functions. On November 19, 1963, the one-time practice goalie for the Maple Leafs donned his pads for a charity game at George Bell Arena to support victims of a flood in Italy (where he was scheduled to fly to the following day).

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The Telegram, November 20, 1963.

He played for five minutes, clowned for the cameras, then complained of fatigue. Summerville went to the dressing room and collapsed from a heart attack, unable to reach his nitroglycerine pills. “Don Summerville died trying to be nice to people,” noted Telegram columnist Frank Tumpane. “As we all must die, it is a good way to go, better, by far, than to meet life’s end wrapped in bitterness or striking a selfish blow.” The Star ran a tasteless headline the following day: “MAYOR SUMMERVILLE SKATES OFF ICE TO DIE.”

Summerville lay in state inside the council chamber close to the mayor’s chair. Despite requests from his family to send donations to Variety Village in lieu of flowers, bouquets were piled high within the room. Before his casket was moved to Old City Hall, a wake was held at former mayor Ralph Day’s funeral home on Danforth Avenue, where mourners included federal opposition leader John Diefenbaker. The length of visitation hours at City Hall were similar to those planned for Jack Layton this Friday and Saturday: 12 hours on November 21, then two hours on November 22 before the funeral was held at St. James Cathedral. A book of sympathy was placed at the entrance to the chamber, but Alderman Allan Lamport had it moved when it slowed the flow of people.

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The Telegram, November 21, 1963.

The Globe and Mail described some of the 30,000 people who paid their final respects to Summerville over those two days:

Women curtsied, old veterans saluted, many crossed themselves. Men and women dropped to their knees before the coffin to pray. Some reached forward to pat the mayor’s hand. A clergyman put a hand on Mr. Summerville’s forehead and murmured a brief prayer. A motorcycle policeman in uniform looked at the body of the chief magistrate, snapped in attention, and saluted

One imagines the mood during Summerville’s funeral became even more sombre after mourners heard the news out of Dallas that afternoon: John F. Kennedy had been assassinated.

To date, McBride and Summerville are the only Toronto mayors to have died in office. Unless a respected municipal politician reaches the same level of national prominence as Jack Layton, or there are extraordinary circumstances surrounding the demise of a public figure, we suspect the next person to lie in state within City Hall will be another mayor who is tragically unable to fulfill his or her electoral mandate.

Additional material from the November 16, 1936, and November 22, 1963, editions of the Globe and Mail; the November 14, 1936, November 16, 1936, November 20, 1963, and November 21, 1963, editions of the Toronto Star; and the November 14, 1936, November 16, 1936, November 20, 1963, and November 21, 1963, editions of the Telegram.

UPDATE

In March 2016, Rob Ford lay in state for two days at City Hall, the first time a former mayor received the honour.  City staff rejected several requests from the Ford family, including an open casket and displaying a “Ford Nation” flag.

ADDITIONAL MATERIAL

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The Globe, November 17, 1936.

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Toronto Star, November 20, 1963.

Inside coverage included a picture of Summerville lying on a stretcher before he was removed from George Bell Arena (which, so far, is not among the Star photos digitized for the Toronto Public Library).

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The Telegram, November 20, 1963.

1933 Mail and Empire Women’s Pages 7: See the New Cookery Methods and Latest Fashions

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Mail and Empire, April 6, 1933.

And so (after a long hiatus for this series), we roll into day 3 of the Mail and Empire‘s cooking school and fashion revue.

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Mail and Empire, April 6, 1933.

A sampling of the prizes used to entice readers to attend the cooking demonstrations.

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Mail and Empire, April 6, 1933. Click on image for larger version.

A sampling of the styles displayed during the fashion revue.

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Mail and Empire, April 6, 1933.

Beyond the reminders to attend the cooking school, regular content carried on. In this case, recipes for crepes suzettes and mayo.

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Mail and Empire, April 6, 1933. Click on image for larger version.

A full page of recipes, alongside ads for the cooking school’s suppliers. The Acme Farmers Dairy plant was located on Walmer Road south of Casa Loma. After a succession of ownership changes, the plant closed in 1986 and was replaced with housing. Pickering Farms was acquired by Loblaws in 1954.

Mrs. Shockley was rolling in endorsements during her stay in Toronto. On April 6 alone, besides these two ads, she also pitched Mazola Corn Oil and Parker’s Cleaners.

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Anchora of Delta Gamma, January 1932.

Sidebar: a contemporary biography of Katherine Caldwell Bayley (1889-1976), aka Ann Adam. Beyond what’s mentioned here, she also wrote several cookbooks as Ann Adam or whatever house names her clients used. Based in Toronto, she ran Ann Adam Homecrafters, a consulting agency which operated through the 1960s. Among her assistants was Helen Gagen, who later became food editor of the Telegram.

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The Globe, February 21, 1935.

An ad for one of Bayley’s regular radio gigs. CKGW, which was owned by Gooderham and Worts distillery, was leased by the forerunner of the CBC around 1933 and changed its call letters to CRCT. On Christmas Eve 1937 it became CBL.

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Bayley’s first “Today’s Food” column for the Globe and Mail, September 24, 1942.

When the Mail and Empire merged with the Globe in November 1936, Bayley’s columns were not carried over. Six years passed before she joined the Globe and Mail as a daily food columnist on “The Homemaker Page.”

Her reintroduction stressed the realities of wartime home economics. “This daily column is designed to help you with the sometimes rather complicated problem of adjusting your cooking and meal-planning to the regulations necessary in a country at war,” the page editor wrote in the September 25, 1942 edition. “Some foods are rationed; some are no longer obtainable, and of others we are asked voluntarily to reduce our consumption. All this, and the effort, in spite of it, to increase, rather than decrease our physical efficiency to enable us to fill wartime jobs, involves more careful catering for our families and a skillful use of substitutes.”

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Globe and Mail, February 27, 1963.

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Globe and Mail, December 31, 1964.

Bayley’s final G&M column received no fanfare elsewhere in the paper, but went out in a partying mood.

Back to the cooking school…

 

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By April 7, the cooking school was front page advertorial copy…um…news.

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Mail and Empire, April 7, 1933.

Next: the cooking school wrap-up.

Zellers: Where the Lowest Price Was the Law

A merger of two Torontoist posts, one written when Target bought a pile of Zellers leases (published January 13, 2011) and one when Target Canada called it quits (published January 23, 2015), along with a few extras tossed in.

Let’s begin with the expectations some people had when Target announced it was coming to Canada…

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Toronto Star, November 11, 1931.

For several years, local lovers of Target (or, as some preferred, Tar-zhay) drooled at periodic rumours that the American discount retailer would set up shop north of the border. Time and time again they were let down by failed courtship attempts between Target and Zellers — until today’s revelation that Target has agreed to take over the leases of most Zellers locations. To those infatuated with the new arrival’s offerings, this may be equivalent to an early Valentine’s Day gift. While it might not be heartbreaking to some when the eighty-year-old Canadian discounter disappears from the local landscape in 2013, we’ll take a moment to look at its hopeful beginnings.

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Toronto Star, November 7, 1931.

Walter Zeller entered the retail business through the stock room of a Woolworth’s in his native Kitchener in 1912. Over the next two decades he rose steadily in the five-and-dime field on both sides of the border, working at store and corporate management levels for the likes of S.S. Kresge and Metropolitan Stores. In 1928 he launched his own small chain with locations in Fort William, London, and St. Catharines. By the end of that year, the original incarnation of Zellers was purchased by American retailer Schulte-United, who rebranded the stores under their banner. Dreams of opening two hundred stores were quashed by the economic crash, which resulted in Schulte-United’s bankruptcy in January 1931. The bankruptcy trustees called in Zeller, who decided after several months of examination to buy the dozen or so stores left in Canada.

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Toronto Star, November 11, 1931.

Zeller sounded optimistic about the chances for the new Zellers Ltd. when he announced its formation in November 1931. “In building our new company,” he told the press, “one important thought has been borne in mind—that the buying public to-day is more discriminating and thrifty than ever before. It knows and demands style merchandise of good quality. It insists on popular prices.” Among the first stores to carry the new banner was the chain’s sole Toronto location at Yonge and Albert streets (now occupied by the Eaton Centre). Prior to its grand opening on November 11, store manager F.C. Lee told the Star both he and the employees that had been retained were confident about the prospects for Zellers, due to the retail experience, managerial skills, and financial backing of the new corporate overlords. “While Zellers is extending a chain of stores throughout Canada,” Lee noted, “nevertheless the business is founded on the principle that the local success depends on catering to local conditions and preferences—and local managers are empowered to operate on this basis.”

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Globe and Mail, March 8, 1950.

Torontonians didn’t bite, as its first location closed within months. That first store was ignored in the PR for Zellers’ return to the city in March 1950. “Even if many Torontonians hear the news at first with indifference,” Globe and Mailbusiness columnist Wellington Jeffers wrote, “I am convinced that later on they will know it is something of an event that Zeller’s Ltd will this year open a Zeller store on Bloor Street.”

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Toronto Star, March 8, 1950.

The branch at 24 Bloor Street West (now the site of the Holt Renfrew Centre) was hailed by City officials as the beachhead for larger stores moving onto Bloor between Yonge and Bay.

Zellers quickly took advantage of the explosive growth in suburban shopping, placing stores in pioneering shopping centres like Golden Mile Plaza and Lawrence Plaza. The stores gradually evolved into modern discount department stores, though unlike its competition (Kresge’s Kmart and Woolworth’s Woolco chains), Zellers didn’t rebrand its larger locations.

Within two years of Walter Zeller’s death in 1957, a majority interest in the company was held by American discounter W.T. Grant. The Hudson’s Bay Company became sole owner in 1978. Later acquisitions included many Toronto locations of K-Mart and Towers.

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Toronto Star, October 15, 1986.

In August 1986 Zellers launched its Club Z customer loyalty program. Initial press reports depicted it as a computerized version of old “green stamp” schemes, complete with gift catalogue promising decent merchandise for a large number of points—a 28-inch colour TV could be yours for only 1.5 million Club Z points. Targeted consumers were women aged 25 to 55 who frequently shopped at Zellers for basic clothing and other staples for their families.

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Toronto Star, February 24, 1987.

The following year, Zeddy debuted. In his early days, Zeddy taught kids to be safe via colouring books, and lent his assistance in finding missing children. Zeddy later upheld the “law of Toyland,” joining the likes of Batman and Robin in crusading for lower prices on kids’ goods. After being dumped in the woods in a humorous ad campaign in 2012, Zeddy became a mascot for Camp Trillium.

The influence of Target hovered over the chain from the 1990s onward, via revamped presentation in some stores, stocking common brands like Cherokee and Massimo, and periodic rumours the American discounter was about to take over. Yet model stores, as Canadian Business discovered at an Ajax location in 1996, could not escape complaints about messiness customers grumbled about for years:

Pieces of children’s clothing are strewn about the floor. The cosmetics counter is in hopeless disarray. A snorkel and mask are lying in the stationery section. A bucket of dirty water sits next to a mountain of tinned ham. Empty cardboard boxes and abandoned shopping carts block the aisles.There are rows of empty shelves in almost every department of the store. Some of the goodies bins around the checkout area sit empty—a cardinal sin in the retailing world, where impulse buying accounts for a significant percentage of sales. A female clerk swears loudly as she sets up a display. Another gives a visitor a sour look when he asks for directions to the washroom. Needless to say, this is not the ultimate shopping environment. And yet Zellers is counting on “model” outlets such as this to save it from oblivion.

Facts of Interest to the People of Canada about Zellers

Maclean’s, June 1, 1944. 

To put it mildly, Target Canada didn’t live up to expectations. Its failure will probably be a case study in business textbooks for years to come. One side effect was a wave of nostalgia for Zellers, which left a void in the marketplace that is still being filled.

When Target announced its decision to pull the plug on its Canadian misadventure, it provoked a wave of nostalgia for the discount chain it supplanted. Memories and laments for Zellers made it a trending topic on social media, and the textbook case study of Target’s mistakes led people to forgive past complaints about the home of Club Z and Zeddy.

“Zellers, for most of its history, was quite simply the major discount store in the country,” retail expert Ed Strapagiel noted when Target purchased Zellers’ leases in Janaury 2011. ”It really was quite phenomenal—it didn’t necessarily offer the most fashionable items, but it had a reputation for good and sturdy clothes.”

Anyone with pangs of nostalgia, or wishing to have a last laugh on Target, can still shop at Zellers in Toronto, though the lone remaining store in the city at Kipling and Queensway is effectively a Hudson’s Bay outlet.

Sources: the September 1996 edition of Canadian Business; the October 21, 1939 edition of the Financial Post; the February 2, 1950 and January 14, 2011 editions of the Globe and Mail; and the November 7, 1931, November 10, 1931. March 9, 1950, and August 10, 1986 editions of the Toronto Star.

UPDATE

It appears that Zellers will disappear (again) by the beginning of 2020, as its last two locations will be closing. 

ADDITIONAL MATERIAL

Corner of Balmuto St. and Bloor St., looking north

Corner of Balmuto and Bloor, looking north, 1972. City of Toronto Archives, Fonds 2032, Series 841, File 66, Item 21.

From a 1939 Financial Post profile of Walter Zeller:

On the business side of the balance sheet, Mr. Zeller knows as much about the variety store business as any man in the business. On the personal side, he is forthright, hard-hitting and, when asked his opinion, gives it without reserve. What he has accomplished in a relatively short space of time implies a businessman of the “dynamo” type. He is all of that. And to back up his boundless supply of energy, is a knowledge of his own business and capabilities that commands respect.

The profile ended with this odd tidbit: “He has only two hobbies: business and Kiwanis.”

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Globe and Mail, February 2, 1950.

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Canadian Champion, February 9, 1972.

“County Fair” malls and plazas anchored by Zellers dotted the Canadian landscape during the 1970s. I wonder if the one closest to where I grew up (Leamington, now anchored by FreshCo) ever held a “stagnite” like the Georgetown location.

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Minneapolis Journal, May 22, 1903. Click on image for larger version.

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Minneapolis Journal, May 23, 1903.

I considered including a brief history of Target in one of the original articles. These two ads show the birth of Minneapolis-based Dayton’s, out of which Target emerged as its discount division in 1962.