LITMIR.BIZ

       Introduction

       ‘When I was a child, I spake as a child, I understood as a child, I thought as a child: but when I became a man, I put away childish things.’

So wrote St Paul in his Letter to the Corinthians (Chapter 13, Verse 11). Wise words from a wise man. Or so you’d think, it being the New Testament and all It’s just that, when we came to put away our own childish things, we thought ‘Hang on, there’s a complete Matchbox Race And Chase in here, and a Big Trak with working transport. And there’s a first-edition My Little Pony. We could get quite a bit for that on eBay. Let’s not stick ’em up in the loft just yet, eh?’¹

Back in 2004, TV Cream – the UK’s most popular and award-winning nostalgia website² – celebrated the top one hundred toys of yesteryear, from the tiniest 50p rubber novelty to the many bulky Bakelite candidates that vied for hallowed ‘main present’ status at birthdays and Christmases. Or rather, we celebrated those toys that were lusted after but never actually received because – time and again – parents would mistake their offspring’s fervour for overexcitement and ignore the repeated pleas, the letters to Santa or the tantrums.

      You see, we used to want for things too. Before Amazon wish-lists, online ordering and ‘add to basket’ buttons, we relied on the catalogues: big, chunky, glossy bi-annual volumes with a dozen or so pages at the back brimming with toys, games, crafts and novelties. Special wishing books just for kids: Littlewoods, Kays, Grattan, Freemans, Marshall Ward, Great Universal, Argos. They were our Internet. That was where we learned to ‘browse’, circling toy after toy with red felt-tip, carefully planning imaginary shopping trips but never really believing we’d go on them.

      Never forget, there are entire generations for whom giant stores like Hamleys and Toys ‘R’ Us were unimaginable fantasies on a par with space cars, food pills and robot butlers. The rear sections of the catalogues were a 2D vision of some incredible future where thousands of toys might be gathered in one place in a tableau of pastel colours. It was a hypnotic, limbo-state where girls were subtly encouraged to take up crafts

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