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Sears brings back Wish Book holiday catalog |

Sears brings back Wish Book holiday catalog

Sears is bringing back its Wish Book holiday catalog after a six-year hiatus.

“Our members told us they missed the Wish Book, so we had to bring it back, but in a special way that lets you share more joy wherever you are,” Kelly Cook, chief marketing officer for Hoffman Estates-based Sears and Kmart, said in a news release Wednesday.


The retailer began printing the catalog — then called the Sears Christmas Book — in 1933. The first edition’s 88 pages included Miss Pigtails dolls, battery-powered toy cars, Mickey Mouse watches, Lionel electric trains, fruitcakes, chocolates and canaries.

It came out almost every year — with a gap in 1993 and 1994 — until 2011, when Sears decided to focus on other holiday initiatives, Cook said. Wish Books varied in size, but they often topped 600 pages, she said.

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