When the Great Depression struck the United States, toy advertisers turned to more practical gifts for children. Ads promoted value, sale pricing and "gifts for everyone," while others appealed to shopper's hopes for a better tomorrow.

Notable quotes:

“It’s like a zippy dream come true. Boy, what thrills. Imagine constructing, with your own hands, realistic operating models of great inventions (Erector set).” - Erector, 1931

“The biggest toy values in town! Sold only to children accompanied by adults!” - Montgomery Ward, 1937

In this Series

Throwback photos: Vintage Christmas toy ads from the '20s through the '80s

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1920s

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1930s

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1940s

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