RETAIL TRADE: The Magic Market

As Christmas toy buying started with a rush last week, retailers predicted that 1959 will be the most successful year in the history of the U.S. toy industry. Total retail sales will reach $1,650,000,000, an 18% increase over 1958. Not only are toymakers selling more, but the big overall trend this year is toward higher prices for more elaborate and ingenious toys. Said a salesman at Dallas' Sanger Bros.: "An $8 toy isn't considered expensive at all any more."

Biggest seller among the high-priced toys is a $30, bright-eyed, 3-ft.-tall plastic doll...

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