Abstract:
A point of sale display tray with multiple rows and product advance for each row that transforms the number of rows to accommodate varying sizes of display product and still provides product advance for each row without the need of removing parts. The point of sale display tray is a display and holding device that transforms from a primary configuration with a number of primary bays to a secondary configuration with a reduced number of secondary bays.

Description:
BACKGROUND OF THE INVENTION 
     This invention relates to a display and holding device that transforms from a primary configuration with a number of primary bays to a secondary configuration with a reduced number of secondary bays. 
     In the primary configuration, the display and holding device comprises a plurality of primary bays and a plurality of object advancers equal in number to the number of the plurality of primary bays. One of the plurality of object advancers is disposed in each of the plurality of primary bays. 
     Each of the plurality of object advancers is moveable along a path between a forward position proximate to a front wall and an aft position proximate to a back wall. At least one of a first side wall and a second side wall is selectively moveable laterally between a primary position in which the selectively moveable at least one of the first side wall and the second side wall is disposed between two adjacent paths and a secondary position in which the selectively moveable at least one of the first side wall and the second side wall is disposed along one of the two adjacent paths while the object advancer aligned in the one of the two adjacent paths is disposed in the aft position. 
     Transformation occurs as the object advancer aligned in the one of the two adjacent paths is disposed proximate to the aft position and the selectively moveable at least one of the first side wall and the second side wall is moved to the secondary position in line with the one of the two adjacent paths. The forward movement of the object advancer aligned in the one of the adjacent paths is secured in an immobile position proximate the back wall by the selectively moveable at least one of the first side wall and the second side wall disposed in the secondary position. 
     The invention can be used as a point of sale display tray for video tapes either in plastic boxes and/or paper boxes and DVD cases which is transformable from a tray displaying a plurality of rows of paper boxed video tapes to a tray displaying said plurality of rows minus at least one of the plastic boxed video tapes (which are larger in size than the paper boxed tapes) comprising a tray having a plurality of spring biased hands to move the tapes to a front side of the tray. 
     Prior art devices have less structural integrity in that they use adjustable framing devices, as in U.S. Pat. No. 4,830,201, which cannot easily be modified and which fails to provide a portable devise which can readily be moved with the display product intact from one display location to another. Similarly, U.S. Pat. Nos. 5,562,217 and 5,634,564 require the addition of distinct modules to vary the number of bays. 
     To alleviate these problems, and others which will become apparent from the disclosure which follows, the present invention conveniently provides one tray unit with a plurality of primary display bays and integral dividers that slidably relocate to accommodate display products of varying sizes while maintaining an operable object advancer for each of the primary display bays and for the newly transformed secondary bays. 
     The citation of the foregoing publications is not an admission that any particular publication constitutes prior art, or that any publication alone or in conjunction with others, renders unpatentable any pending claim of the present application. None of the cited publications is believed to detract from the patentability of the claimed invention. 
     Still other advantages will be apparent from the disclosure that follows. 
     SUMMARY OF THE INVENTION 
     The invention relates to a display and holding device that transforms from a primary configuration with a number of primary bays to a secondary configuration with a reduced number of secondary bays. 
     The display and holding device comprises a plurality of primary bays and a plurality of object advancers equal in number to the number of the plurality of primary bays. One of the plurality of object advancers is disposed in each of the plurality of primary bays. 
     Each of the plurality of primary bays is defined by a portion of a front wall, a first side wall and a second side wall, a portion of a bottom wall, and a portion of a back wall. The front wall is parallel to the back wall. The front wall further has a bottom edge connected to a front edge of the bottom wall. The bottom wall further has a back edge connected to a bottom edge of the back wall, and each of the side walls is perpendicular to and extending from the front wall. 
     Each of the plurality of object advancers is moveable along a path between a forward position proximate to the front wall and an aft position proximate to the back wall. At least one of the first side wall and the second side wall is selectively moveable laterally between a primary position in which the selectively moveable at least one of the first side wall and the second side wall is disposed between two adjacent paths and a secondary position in which the selectively moveable at least one of the first side wall and the second side wall is disposed along one of the two adjacent paths while the object advancer aligned in the one of the two adjacent paths is disposed in the aft position. 
     Transformation occurs as the object advancer aligned in the one of the two adjacent paths is disposed proximate to the aft position and the selectively moveable at least one of the first side wall and the second side wall is moved to the secondary position in line with the one of the two adjacent paths. The forward movement of the object advancer aligned in the one of the adjacent paths is secured in an immobile position proximate the back wall by the selectively moveable at least one of the first side wall and the second side wall disposed in the secondary position. 
     There has thus been outlined, rather broadly, the more important features of the invention in order that the detailed description thereof that follows may be better understood, and in order that the present contribution to the art may be better appreciated. There are, of course, additional features of the invention that will be described hereinafter and which will form the subject matter of the claims appended hereto. Those skilled in the art will appreciate that the conception upon which this disclosure is based, may readily be utilized as a basis for the designing of other structures, methods and systems for carrying out the several purposes of the present invention. It is important, therefore, that the claims be regarded as including such equivalent constructions insofar as they do not depart from the spirit and scope of the present invention. 
    
    
     BRIEF DESCRIPTION OF THE DRAWING 
     Preferred embodiments of the invention are described hereinafter with reference to the accompanying drawing wherein: 
     FIG. 1 is a partially cut-away perspective view of a preferred embodiment of the display and holding device of the present invention showing the arrangement of the object advancers as the device is being loaded with display items; 
     FIG. 2 is a perspective view of a preferred embodiment of the display and holding device of the present invention showing a plurality of primary bays separated by side walls; 
     FIG. 3 is a perspective view of the preferred embodiment of the display and holding device of the present invention of FIG. 2 showing a central object advancer disposed proximate a back wall and the remaining object advancers biased toward a front wall; 
     FIG. 4 is a perspective view of the preferred embodiment of the display and holding device of the present invention of FIG. 3 showing a first side wall and a second side wall of the central primary bay being moved laterally toward the path of the central bay and with the remaining selectively moveable sidewalls being moved laterally; 
     FIG. 5 is a perspective view of the preferred embodiment of the display and holding device of the present invention of FIG. 4 showing the first side wall and the second side wall of the central primary bay disposed along the path of the central bay and with the remaining selectively moveable side walls being moved laterally so that the distance between the separated side walls is uniform creating a reduced number of secondary bays of larger width; 
     FIG. 6 is a perspective view of the preferred embodiment of the display and holding device of the present invention of FIG. 5 showing the arrangement of the object advancers as the secondary bays of the device are being loaded with display items; 
     FIG. 7 is a perspective view of the preferred embodiment of the display and holding device of the present invention of FIG. 6 showing the arrangement of the object advancers as the secondary bays of the device are partially loaded with display items; 
     FIG. 8 is a section view taken along the line  8 — 8  of FIG. 7 showing one of the secondary bays filled with display objects and the position of the object advancer; 
     FIG. 9 is a section view taken along the line  9 — 9  of FIG. 7 showing an arched side wall (i.e. a divider or fin) separating the display objects disposed in adjacent secondary bays and the position of the respective object advancers biasing forward the objects each of the bays; 
     FIG. 10 is a section view taken along the line  10 — 10  of FIG. 7 showing particularly the abbreviated length of the central side walls (i.e. dividers or fins) which allows said side walls to be disposed in the path of the object advancer; 
     FIG. 11 is a top plan view taken along the line  11 — 11  of FIG. 3 showing the abbreviated length of the side walls adjacent the path of the central primary bay and the object advancer of the central primary bay disposed in an aft position; 
     FIG. 12 is a top plan view taken along the line  12 — 12  of FIG. 5 showing the side walls that were adjacent the path of the central primary bay after they have been moved laterally along the path of the central primary bay and the object advancer of the central primary bay disposed in a position proximate the back wall; 
     FIG. 13 is a fragmentary top plan view of another preferred embodiment of the display and holding device of the present invention showing one of a plurality of primary bays separated by side walls; 
     FIG. 14 is a fragmentary top plan view of the other preferred embodiment of the display and holding device of the present invention showing said one of a plurality of primary bays having been transformed when the adjacent side walls were laterally moved together to immobilize the object advancer of said one of a plurality of primary bays; 
     FIG. 15 is a top plan view of a third preferred embodiment of the display and holding device of the present invention showing an elongated cylindrical tube segment medially connected to front end of the divider and extending laterally in both directions, with one of the central dividers shown in phantom out of alignment with the central path to show that only one of the dividers is necessary to keep an object advancer in an immobile position proximate to the back wall, and showing all of the dividers having abbreviated lengths for greater arrangement versatility; 
     FIG. 16 is a frontal perspective view of the third preferred embodiment of the display and holding device of the present invention showing the proximity of the dividers having the tube segment medially connected to front end of the divider that extend laterally in both directions when mover together, and further showing two of a plurality of flanges extending from the bottom surface for use in stabilizing the display and holding device to a shelving unit; 
     FIG. 17 is a fragmentary detailed perspective view of the elongated cylindrical tube segment with a downward opening extending along the length of the tube segment disposed proximate to an upper edge of the divider which is arranged so that the downward opening slidably fits on to a beaded top edge of the front wall; 
     FIG. 18 is a top plan view of a fourth preferred embodiment of the display and holding device of the present invention showing all of the dividers with abbreviated lengths and with elongated cylindrical tube segment medially connected to front end of the divider which extend laterally in both directions; 
     FIG. 19 is a top plan view of the third preferred embodiment of FIG. 18 showing a plurality of primary bays having been transformed when the object advancer of each of the primary bays is disposed in an aft position and the respective side walls of each of said transformed plurality of primary bays has been moved laterally together to immobilize said object advancers; 
     FIG. 20 is section view of the display and holding device of the present invention taken along the line  20 — 20  of FIG. 18 showing the object advancer as a spring biased hand having a coil spring which extends along a portion of the bottom wall disposed along the path of a bay as the hand is moved in to the aft position; and 
     FIG. 21 is a section view taken along the line  21 — 21  of FIG. 20 showing one way of slidably securing the spring biased hand to the unit wherein the spring biased hand has a pair of upturned legs that extend through the bottom wall to secure the forward and back movement of the hand to the bottom wall which has a pair of elongated tracks to accommodate the legs of the hand with the tracks each having an integral elongated recess through which the legs are disposed. 
     FIGS. 22-25 each show a fragmentary top plan view of the present invention. 
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
     As best shown in FIGS. 13-14 of the drawing, the present invention provides a display and holding device comprising a plurality of primary bays  1  and a plurality of object advancers  2  equal in number to the number of the plurality of primary bays. One of the plurality of object advancers  2  is disposed in each of the plurality of primary bays. 
     Each of the plurality of primary bays is defined by a portion of a front wall  10 , a first side wall  12  and a second side wall  14 , a portion of a bottom wall  16 , and a portion of a back wall  18 . The front wall is parallel to the back wall. The front wall further has a bottom edge connected to a front edge of the bottom wall. The bottom wall further has a back edge connected to a bottom edge of the back wall, and each of the side walls is perpendicular to and extending from the front wall. 
     Each of the plurality of object advancers  2  is moveable along a path  3  between a forward position proximate to the front wall and an aft position proximate to the back wall. At least one of the first side wall  12  and the second side wall  14  is selectively moveable laterally between a primary position, shown in FIG. 13, in which the selectively moveable at least one of the first side wall and the second side wall is disposed between two adjacent paths  3  and a secondary position, shown in FIG. 14, in which the selectively moveable at least one of the first side wall  12  and the second side wall  14  is disposed along one of the two adjacent paths  3  while the object advancer  2  aligned in the one of the two adjacent paths is disposed in the aft position. 
     In this way, as the object advancer  2  aligned in the one of the two adjacent paths  3  is disposed proximate to the aft position and the selectively moveable at least one of the first side wall and the second side wall is moved to the secondary position in line with the one of the two adjacent paths, as shown in FIG. 14, the forward movement of the object advancer aligned in the one of the adjacent paths is secured in an immobile position proximate the back wall  18  by the selectively moveable at least one of the first side wall and the second side wall disposed in the secondary position. 
     Without departing from the generality of the invention disclosed herein and without limiting the scope of the invention, the discussion that follows will refer to the preferred embodiments of the invention as depicted in the drawing. 
     The preferred embodiments of the apparatus depicted in the drawing comprise a first side wall  12  and a second side wall  14  of two adjacent primary bays  1 . As shown in FIGS. 1-3,  11 ,  13  and  18 , one of the first side wall  12  and the second side wall  14  is the other of the first side wall  12  and the second side wall  14  of the other of the two adjacent primary bays  1 . 
     Preferably, at least one of the first side wall  12  and the second side wall  14  of each primary bay  1  is selectively moveable laterally between an initial position in which the selectively moveable at least one of the first side wall and the second side wall is disposed proximate an adjacent path and a secondary position in which the selectively moveable at least one of the first side wall and the second side wall is disposed along the adjacent path while the object advancer  2  aligned in the adjacent path is disposed proximate to the aft position. From this movement, the display and holding device is transformed from a primary configuration with a number of primary bays  1  to a secondary configuration with a reduced number of secondary bays  4 . The secondary configuration can accommodate secondary objects of varying lateral dimensions, as best shown in FIGS. 15 and 19. 
     As best shown in FIGS. 5-7, preferable at least one of the first side wall  12  and the second side wall  14  of each primary bay  1  with an unsecured object advancer (those free to advance an object) can be selectively moved laterally to a position in which the lateral distance between the first side wall and the second side wall of each bay is uniform. The lateral distance is measured parallel to the front wall  10 . This allows the display and holding device to be transformed from a primary configuration, as shown in FIGS. 1-3, with a number of primary bays  1  to a secondary configuration, as shown in FIGS. 5-7, with a reduced number of secondary bays  4  which can accommodate secondary objects of greater lateral dimension than the object that could be accommodated by each primary bay, and with each of the secondary bays having an unsecured one of the plurality of object advancers  2  disposed in each of the number of secondary bays  4  to advance the secondary objects. 
     Without limiting the foregoing, one application of the foregoing invention is the display and storage of video and audio tapes, video software, CDs and Digital Video Discs (DVDs). The lateral width of the objects vary depending in part on the particular packaging of its supplier. It is one of the objects of this important invention to accommodate these variances in product and lateral width. For example, a CD box has a width of 5½″, a Nintendo video software package has a width of 7″, a Nintendo Gameboy video software package has a width of 4{fraction (15/15)}″, a DVD Hard Shell Box has a width of 5⅜″; 5{fraction (9/16)}″ for a DVD Paper Package; 4⅛″ for a Video Paper Box; and 5½″ for a Video Clam Shell. All of these can be accommodated and displayed in the instant invention. 
     In a preferred embodiment of the invention, the display and holding device has five primary bays, as best shown in FIGS. 1-3, and  11 . A central bay is the primary bay  1  in the middle. Referring to FIGS. 3-7, the first side wall  12  and the second side wall  14  of the central bay are selectively moveable laterally from the primary position to the secondary position in which the first side wall  12  and the second side wall  14  are disposed along the path  3  of object advancer  2  of the central bay. (FIG. 5.) As the object advancer  2  of the central bay is disposed proximate the aft position (FIG. 3) and the first side wall  12  and the second side wall  14  of the central bay are selectively moved laterally to the secondary position (FIGS.  4 - 5 ), the forward movement of the object advancer  2  of the central bay is secured in an immobile position proximate the back wall  18  by the first side wall  12  and the second side wall  14  of the central bay disposed in the secondary position (FIGS.  5 - 6 ). 
     In another preferred embodiment of the display and holding device of the present invention, at least one of the first side wall  12  and the second side wall  14  of each primary bay  1  with an unsecured object advancer  2  is selectively moveable laterally to a position in which the lateral distance between the first side wall and the second side wall of each bay is uniform, as shown in FIGS. 7 and 12. The display and holding device is transformed from a primary configuration having five primary bays (FIG. 11) to a secondary configuration having four secondary bays (FIG. 12) which can accommodate secondary objects of greater lateral dimension than the object that could be accommodated by each primary bay  1 , and with each of the secondary bays  4  having an unsecured one of the plurality of object advancers  2  disposed in each of the number of secondary bays  4  to advance the secondary objects. 
     Preferably, at least one of the plurality of object advancers  2  comprises a spring biased hand  2   a , as best shown in FIGS. 8 and 20. The hand has a front face  2   b  for contact with a rear surface  20  of an object. In FIG. 20, it can be seen that the spring biased hand  2   a  has a coil spring  5  which extends along a portion of the bottom wall  16  disposed along the path  3  of a bay as the hand  2   a  is moved in to the aft position. One way of slidably securing the spring biased hand  2   a  to the unit is shown in FIG.  21 . The spring biased hand  2   a  has a pair of upturned legs  6  that extend through the bottom wall  16  to secure the forward and back movement of the hand  2   a  to the bottom wall  16 . The bottom wall has a pair of elongated tracks  7  to accommodate the legs  6  of the hand  2   a  of the object advancer  2 . The tracks  7  each have an integral elongated recess  7   a  through which the legs  6  are disposed. 
     Another preferred feature is a ramp  16   a  consisting of a front portion of the bottom wall being sloped upwardly toward the front end to elevate at least one object disposed in front to facilitate removal. This feature is shown in FIG.  20 . 
     Preferably, the selectively moveable at least one of the first side wall  12  and the second side wall  14  of the present invention comprises a flat vertical elongated fin  8  having a front end  8   a  and a read end  8   b  (See FIG. 9.) The fin has an upper edge  8   c  with an arch  8   d . The non-horizontal slope of the arched upper edge  8   c  of the fin  8  provides for easier insertion in to the device of the objects to be displayed therein. 
     Another preferred aspect of the display and holding device of the invention includes the front end  8   a  of the fin  8  having an elongated cylindrical tube segment  9  with a downward opening  9   b  extending along the length of the tube segment  9  disposed proximate to the upper edge  8   c . As shown in FIG. 17, the tube segment  9  is aligned perpendicular to the flat vertical elongated fin  8  and arranged so that the downward opening  9   b  slidably fits on to a beaded top edge  10   a  of the front wall  10 . The device may be made of a suitably rigid plastic with the tube segment  9  sufficiently resilient to allow it to snap onto the beaded top edge  10   a . Alternatively, an end of the beaded top edge may be reduced in size to allow the downward opening  9   b  of the tube segment  9  to fit onto the reduced end  10   b,  as shown in FIG.  16 . 
     In one preferred embodiment of the display and holding device, as shown in FIG. 11, a predetermined number of the flat vertical elongated fins  8  have a longitudinal dimension which is greater than the distance between an object advancer disposed in the aft position and the front wall. This, of course, limits the number of object advancers  2  that can be secured. 
     Another preferred aspect of the display and holding device is shown in FIG. 16, wherein the bottom wall  16  has a bottom surface with a plurality of flanges  22  extending from the bottom surface. The plurality of flanges  22  are adapted for use in stabilizing the display and holding device to a shelving unit. 
     Referring to FIGS. 22-25, another preferred embodiment of the display and holding device is shown with at least three primary bays  1  and at least three object advancers  2  equal in number to the number of the at least three primary bays are provided. One of the at least three object advancers is disposed in each of the at least three primary bays. Obviously, each bay could readily accommodate more than one object advancer. At least one object advancer is preferably desired for each bay, however, one skilled in the art would appreciate the more than one advancing means in each bay may be employed. 
     Each of the at least three primary bays is defined by a portion of a front wall, a first side wall and a second side wall, a portion of a bottom wall, and a portion of a back wall. The front wall is parallel to the back wall, the front wall further has a bottom edge connected to a front edge of the bottom wall, the bottom wall further has a back edge connected to a bottom edge of the back wall, and each of the side walls is perpendicular to and extending from the front wall. Each of the at least three object advancers is moveable along a path between a forward position proximate to the front wall and an aft position proximate to the back wall. 
     In this preferred embodiment, at least one of the first side wall  12  and the second side wall  14  is selectively moveable laterally between a primary position, shown in FIG. 22, in which the selectively moveable at least one of the first side wall and the second side wall is disposed between a first path  3   a  and a second path  3   b,  the first path is adjacent to the second path, and the selectively moveable at least one of the first side wall  12  and the second side wall  14  have a length that does not substantially exceed the distance between the front wall  10  and an object advancer  2  disposed in the aft position, and a secondary position. 
     In the secondary position, the selectively moveable at least one of the first side wall and the second side wall is disposed along one of i) the path  3  of one of the at least three object advancers while the object advancer  2  aligned in the path is disposed in the aft position, and ii) a corridor  25  independent of immediate proximity to both the first path  3   a  and the second path  3   b.  Each corridor  25  is adjacent and parallel to one of the paths  3  and extends between the front wall  10  and the back wall  18 . 
     In this way, when at least one of the selectively moveable at least one of the first side wall  12  and the second side wall  14  is disposed in the secondary position, as shown in FIGS. 23-25, the display and holding device is transformed from a primary configuration, as shown in FIG. 22, having at least three primary bays to a secondary configuration having a reduced number of secondary bays with at least one of the secondary bays having a plurality of object advancers disposed therein. 
     Preferably, each of the selectively moveable at least one of the first side wall and the second side wall has a length that does not substantially exceed the distance between the front wall and an object advancer disposed in the aft position. 
     An improved display and holding tray  24  is taught by this invention. It is of the type, in which a tray, has a front wall  10 , a pair of side walls ( 12 , 14 ), a bottom wall  16 , and a back wall  18 , with the front wall  10  being parallel to the back wall  18  and the pair of side walls ( 12 , 14 ) being parallel to each other ( 14 , 12 ), the front wall  10  has a top edge, a bottom edge connected to a front edge of the bottom wall, and two side edges, each of which is connected respectively to a front edge of each of the pair of side walls, the bottom wall further has a pair of side edges, each of which is connected respectively to a bottom edge of each of the pair of side walls, and a back edge connected to a bottom edge of the back wall. 
     The improvement comprises a predetermined number of object advancers  2  and a plurality of flat vertical elongated dividers  13  equal in number to one less than the predetermined number of object advancers  2 . Each of the predetermined number of object advancers is moveable along a path  3  between a forward position proximate to the front wall  10  and an aft position proximate to the back wall  18 . Each of the plurality of flat vertical elongated dividers  13  extends from the front wall  10  of the tray  24 . Each of the plurality of flat vertical elongated dividers  13  is laterally moveable, with two of the plurality of flat vertical elongated dividers  13  laterally moveable from a primary position in which each of the two dividers straddles one of the paths to a secondary position in which the two dividers are disposed along the one of the paths  3  while the object advancer  2  aligned in the one of the paths  3  is disposed proximate to the aft position. 
     Whereby, as the object advancer  2  aligned in the one of the paths  3  is disposed proximate to the aft position and the two dividers  13  are moved to the secondary position in line with the one of the paths  3 , the forward movement of the object advancer  2  aligned in the one of the paths  3  is secured in an immobile position proximate the back wall  18  by the two dividers  13  disposed in the secondary position. 
     Preferably, in the improved display and holding tray, each of the plurality of flat vertical elongated dividers  13  is selectively moveable laterally to a position in which the lateral distance between adjacent dividers is uniform, as shown in FIGS. 5-7. The display and holding tray is thus transformed from a primary configuration with a predetermined number of unrestricted object advancers to a secondary configuration with a reduced number of unrestricted object advancers  2 . 
     Another preferred aspect of the improved display and holding tray provides a front end of each of the plurality of dividers  13  with an elongated cylindrical tube segment  9  with a downward opening  9   b  extending along the length of the tube segment  9  disposed proximate an upper edge. The elongated cylindrical tube segment is aligned perpendicular to the length of the divider  13  so that the downward opening  9   b  slidably fits onto the top edge  10   a  of the front wall  10 . The elongated cylindrical tube segment  9  may extend to one side of the divider  13 , as shown in FIGS. 11-12, or it may be medially connected to the front end of the divider and extends laterally in both directions, identified by number  9   a  as shown in FIGS. 15-16 and  18 - 19 . 
     Preferably, the top edge  10   a  of the front wall is beaded and the downward opening  9   b  of the elongated cylindrical tube segment can be snapped onto the beaded top edge of the front wall, as best seen in FIG.  17 . Alternatively, an end of the beaded top edge may be reduced in size to allow the downward opening  9   b  of the tube segment  9  to fit onto the reduced end  10   b,  as shown in FIG.  16 . 
     As shown in FIG. 11, a predetermined number of the plurality of flat vertical elongated dividers have a longitudinal dimension which is greater than the distance between an object advancer disposed in the aft position and the front wall. Obviously, when a predetermined number of the plurality of flat vertical elongated dividers have a longitudinal dimension which is less than the distance between an object advancer disposed in the aft position and the front wall, a tray having greater versatility is provided. 
     An improved display and holding tray of the type is further embodied in the present invention, in which a tray  24 , has a front wall, a pair of side walls, a bottom wall, and a back wall, with the front wall is parallel to the back wall and the pair of side walls is parallel to each other, the front wall having a top edge, a bottom edge connected to a front edge of the bottom wall, and two side edges, each of which is connected respectively to a front edge of each of the pair of side walls, the bottom wall further having a pair of side edges, each of which is connected respectively to a bottom edge of each of the pair of side walls, and a back edge connected a bottom edge of the back wall. The improvement comprises a predetermined number of object advancers  2  and a plurality of flat vertical elongated dividers  13  equal in number to one less than the predetermined number of object advancers  2 . 
     Each of the plurality of flat vertical elongated dividers  13  extends from the front wall  10  of the tray. Each of the predetermined number of object advancers is moveable along a path  3  between a forward position proximate to the front wall and an aft position proximate to the back wall  18 . 
     At least one of the dividers is laterally moveable from a primary position in which the at least one of the laterally moveable dividers is disposed between a first path  3 a and a second path  3   b.  The first path is adjacent to the second path and the at least one of the laterally moveable dividers has a length that does not substantially exceed the distance between the front wall and an object advancer disposed in the aft position, and a secondary position, shown in FIGS. 23-25, in which the at least one of the laterally moveable dividers  13  is disposed along one of i) the path  3  of one of the predetermined number of object advancers  2  while the object advancer aligned in the path is disposed in the aft position (illustrated in FIG.  23 ), and ii) a corridor independent of immediate proximity to both the first path and the second path (illustrated in FIGS.  24 - 25 ). 
     Whereby, when at least one of the laterally moveable dividers is disposed in the secondary position, the improved display and holding tray is transformed from a primary configuration having a predetermined number of primary bays to a secondary configuration having a reduced number of secondary bays with at least one of the secondary bays having a plurality of object advancers disposed therein. 
     Preferably, each of the selectively moveable at least one of the first side wall and the second side wall has a length that does not substantially exceed the distance between the front wall and an object advancer disposed in the aft position. 
     Another preferred feature of the improved tray is a ramp  16   a  consisting of a front portion of the bottom wall being sloped upwardly toward the front end to elevate at least one object disposed in front to facilitate removal. This feature is shown in FIG.  20 . 
     While this invention has been described in connection with the best mode presently contemplated by the inventor for carrying out his invention, the preferred embodiments described and shown are for purposes of illustration only, and are not to be construed as constituting any limitations of the invention. Modifications will be obvious to those skilled in the art, and all modifications that do not depart from the spirit of the invention are intended to be included within the scope of the appended claims. 
     My invention resides not in any one of these features per se, but rather in the particular combination of all of them herein disclosed and claimed and it is distinguished from the prior art in this particular combination of all of its structures for the function specified. 
     These together with other objects of the invention, along with the various features of novelty which characterize the invention are pointed out with particularity in the claims annexed to and forming a part of this disclosure. For a better understanding of the invention, its operating advantages and the specific objects attained by its uses, reference should be had to the accompanying drawings and descriptive matter in which there is illustrated preferred embodiments of the invention. 
     With respect to the above description then, it is to be realized that the optimum dimensional relationships for the parts of the invention, to include variations in size, materials, shape, form, function and manner of operation, assembly and use, are deemed readily apparent and obvious to one skilled in the art, and all equivalent relationships to those illustrated in the drawings and described in the specification are intended to be encompassed by the present invention. 
     Therefore, the foregoing is considered as illustrative only of the principles of the invention. Further, since numerous modifications and changes will readily occur to those skilled in the art, it is not desired to limit the invention to the exact construction and operation shown and described, and accordingly, all suitable modifications and equivalents may be resorted to, falling within the scope of the invention.