Toronto. Timothy Eaton Co., Circa 1926.
Circa 1926 Eaton's Department Store advertising booklet 6 3/4 x 4 1/4 inches with 5 pages of text and a colorful pictorial cartoon map unfolding to 16 1/2 by 21 1/2 inches. Card cover is split at spine with a little wear and ink at lower right edge of front cover and lower left edge of back cover (held with an inky finger?); unfolded map has printer's crease at upper left, excellent clean condition. A map whose style reflects the influence of the humorous maps of MacDonald Gill, starting with his Wonderground Map of London Town, first issued in 1914. Speech bubbles are emitted from the humans and animals who enliven the map, with comments such as "Such unusual things in the Gift Shop, My Dear" to "That's a fine sand beach 12 miles long." The map centres on the store's Queen / Yonge Streets location in Toronto, Ontario with Lakes Huron, Erie, and Ontario bordering the region. In the U.S., Detroit is shown to the West and Buffalo to the East. The centrefold of the brochure shows a section of the City of Toronto clearly locating Eaton's "Parking Station" and "Stores." A brochure and pictorial map depicting a moment in time when the Department Store was at its peak. Founded in 1869, the store declared bankruptcy in 1999 after 130 years in business. A sad demise for a once powerful and dynamic retailer. Item #55484