The Indianapolis times. [volume] (Indianapolis [Ind.]) 1922-1965, 1931-11-30
SANTA CLAUS
REICNS AGAIN
AT |. S. AYRES
YuIetlde Traditions Are
Preserved for ThrongS
of Shoppers.

~AJACS O. W. tut Weeho VI dA4lCd Ca
perts, display directors, buyers and
managers have been preparing the
store for the festive and busy holi-
day season.
Ayres has several Christmas ira
ditions which will be carried or
again this year. The chimney ex.
press" the huge lighted candle or
the front Of the building, the carol
lers, the toy window displays, mems
shopping day and Santa Claus II
toyland all will be featured.
Friday, Nov. 81, the express" To-
Gated in the south building, started
operation simultaneously with the
advent of Santa Claus himself II
is an authentic reproduction of q
chimney and carries the visitors or
q nonstop fight to Toyland
Toyland Delights Youngsters
Toyland has been carefully and
expertly planned this year Booths
painted tiger red and cobolt blue
house the various types Of toys.
In Santa Claus garage are located
all the wheeled toys including auto
mobiles with pneumatic tires, mo-
tors and springs, bicycles, scooters
and the like.
In the Doll House is every known
kind of doll, the newest note be-
ing that nearly all come with COM
plete Wardrobes. Soft, cuddEng, new
born infants come wrapped in re-
ceiving blankets. Dolls with tousel
heads and curly heads, tiltable
heads and movable limbs are ready
to delight the hearts of little girls.
The notable feature of toys this
year is that not single one is de-
signed simply to look at all sug-
costing to the child something to
do
Toys Have Real Purpose
Toys have been devised to teach
coordination, physical development,
housekeeping, care IF children, avia-
ton, care and kindness; to encour-
age study creation and construct
ion, and to stimulate imagination.
All the new toys have a purpose
while the old ones we're designed
primarily for passing amusement.
Various booths contain musical toys,
electric trains, marine toys, house
hold wares, furniture, wood and iron
"pull" toys and all other types of
playthings.
Santa Claus is stationed on a
platform representing a scene at the
north pole. An appointment sheet
is signed by all visiting children so
that Santa will know where to find
them and what to bring. Wooden
soldiers are stationed at strategic
points guiding the way to the toy
shop.
CarOlers to Sing Daily
Christmas carolers will sing at 4
each afternoon on the balcony dur
ing Christmas week. Thirty-two
women dressed in choral vestments,
accompanied by violins, will sing
under the direction of @. Morrison
Davis.
Caroling was started several years
ago for the entertainment of the
GlllJlOYCo. bub ~ bCNellAAC OO POEu4e1A
that daily caroling for customers
pleasure was inaugurated. For eight
years this custom has continued.
A popular feature with male GUS
toners is the assistance offered by
girl shoppers who aid them in Sc
lection and suggestions. A mems
shopping day when the store will be
run primarily for their needs again
will be held. In addition to this
service for men, the regular shop
ping department will take care Of
mail and telephone orders.
Gift Wrapping Available
Gift wrapping facilities have been
enlarged for the accommodation of
customers. Careful attention is
given to making packages attrac-
tive.
In the basement a complete as
sortment of merchandise for the
entire family has been selected.
Dolls and toys of more moderate
prices are to be found in this de-
partmeit.
Various floors have planned their
own Christmas programs to stimu-
late enthusiasm and for training
Playlets and skits are given for the
purpose of illustrating methods of
selling and presentation of mer-
chandise Parties by each depart
ment are held to maintain the holi-
day spirit and atmosphere.
The lighted candle on The ex-
terror of the building has been used
for three years and is becoming an
Ayres Christmas trademark. Gothic
arches Of green, holly and wreaths
have been used in decorating the
store.
Letters Swamp Santa
Anticipation of an unique toy
window display has become univer-
sal with Ayres shoppers. This
year John R. Patton, display man
ager, has worked out a colorful and
ingenious display.
A small town band stand in sill
yer, red AID blue is the scene OF
four musical gnomes performing as
a unit. Dressed in costumes of red
and green satin trimmed in gold
braid. the director leads his band
with his baton. The pianist synco-
pates, the drummer beats and the
trombone player performs with ami
mated facial expressions. All around
this miniature band stand various
types of toys are displayed
Hundreds of letters have been re-
ceived in the advertising depart
ment from children to Ayres Santa
Claus. Ayres announces that Santa
will be in Toyland in person every
day and all these children are in
vited to visit him. When they come,
they will hear all about the toy
coloring contest which is open to
all children under fifteen who reg
lister with their parents on the sixth
floor.
The WickerSham commission