Eaton's launched Punkinhead, the teddy bear with the thick woolly tuft of hair, for the Christmas season of 1948.
The story of the little bear who eventually gets to be in Santa's Parade charmed children for the next decade and everyone would cheer for Santa's little helper in the Parade.
Eaton's distributed story booklets of the sweet little bear's adventures and featured Punkinhead on records and television commercials.
Eaton's had created a merchandising winner.
The cute little bear was everywhere: on high chairs, rugs, lamps, sleepers, watches, and sheet music.
The marketing tale of the incredible rise of Punkinhead is found in Eaton's Sales Department and "branded line" files at the Archives of Ontario (see F 229-69 Records of the Eaton's Housefurnishings Merchandise Office and F 229-106 Eaton's Design Bureau branded lines books).
Here's Punkinhead helping Santa Claus with his list.
This picture is from the cover of a colouring book. Click here if you'd like to see the whole picture and make your own colouring book.