ABOVE RIGHT: Although for 1966 the emphasis was on Talk of the Town Values, Wards buyers didn't miss important trends like the introduction of Remco's Lost in Space Robot. Aside from the Alps Television Spaceman which also appeared in the catalog, Wards markedly downplayed space toys for 1966. • ABOVE LEFT: "Dainty Miniatures for a Glamorous Christmas Tree" promoted by Montgomery Ward were new for 1966. Within a few years then "standard" C-7 lights would quickly lose favored status and by the mid-1970s miniature Christmas lights dominated the market.
ABOVE: Montgomery Ward, Penneys, and Sears 1966 Christmas Catalog covers • BELOW: Although all three of the major catalogs picked up the Remco Lost in Space Robot, Sears offered the most extensive lineup of Lost in Space toys by far with a broad range of products including an exclusive Helmet and Space Ray Gun Set, also from Remco. Sears priced the Remco Robot over 70 cents higher than Wards and Penneys $6.88 price. Key words in the descriptions of the robot shared between the three retailers such as "eerie," "Motorized," "walks in space," and "out of this world" were more likely picked up from promotional materials provided by the manufacturer rather than random coincidences. • BOTTOM RIGHT: Mattel Lost in Space Roto-Jet offered big play value with multiple configurations. Forward portion could be separated into a smaller pistol, silver finish nicely mimicked the look of the prop weapons appearing on the show.
BELOW LEFT: Another Sears exclusive, the Switch 'N Go Lost in Space play set manufactured by Mattel included a miniature but somewhat inaccurate rendition of the robot. • BELOW RIGHT: Penneys listing for the Remco Lost in Space Robot perhaps captured the sentiment of the televison series Robot best with its clever 1966 headline "You'll never be lost in space with the robot to guide the way." Penneys also carried the Roto-Jet Gun by Mattel (not shown).
BELOW LEFT: 1967 Talk of the Town Christmas Catalog cover proved Montgomery Ward buyers were well in touch with the trends. The Peanuts Christmas Special which had debuted two years before in 1965 had touched the hearts of children young and old and astounded CBS executives when critics raved and a whopping 50% of American households tuned in that year. Undoubtedly to Wards delight the 1967 airing of "A Charlie Brown Chirstmas" did even better and to this day holds a spot in Nielsen's All-Time Top Ten Christmas Ratings List (which coincidentally also includes the 1969 airing of the show). Inside the catalog two full-color pages were packed with Peanuts merchandise including figurines, stuffed Pillow People, games, books, and clothing. • BELOW RIGHT: On top of the trends inside the catalog as well, Wards gave Remco's Lost in Space Robot the full-color treatment for 1967 complete with an elaborate outer space backdrop. Price had increased incrementally to $6.99. • Second Row Left: The modern convenience of shopping by phone at Wards was underscored throughout the catalog with illustrations of holly-decorated telephone receivers heralding "Talk of the Town" values and exclusive items. • BOTTOM: Perhaps even more exciting was a dazzling fall sweepstakes inside the catalog featuring the sporty new 1968 American Motors Javelin as top prize. A total of 9 Javelins were awarded, 1 for each "zone." Second and third prize winners could select any two or any one item from Wards extensive lineup of major appliances.
BELOW: Despite the unexpected eleventh hour cancellation of the series by CBS in 1968 over budget concerns, not low ratings, enthusiasm for the Remco's Lost in Space Robot was undampered as evidenced by this lavish full-color appearance in the 1969 Gamble Alden Christmas Catalog. Aldens quickly recognized the importance of the toy when it was first introduced in 1966 and gave the Remco Robot a first class, full-color presentation for each of the four years it would consecutively appear. As one of the few catalogs to present the robot in full color every year, Aldens catalogs serve as valuable references for authenticating legitimate color combinations of the toy. In 1966 and 1967 a blue body with red arms and legs Robot was featured. In 1968 a black body with red arms and red legs appeared with the exact opposite colors featured for 1969 (below). Through these catalog references we also know the stickers applied on the sides of the treads were not always printed in blue/yellow/red as the red and black combination robots shown by Aldens in 1968 and 1969 depict a black/yellow/red sticker. • BELOW RIGHT:Although Mattel's Dancerina for Girls starred on the cover, Robots were given an all-star treatment inside the catalog. Complimenting the Remco Lost in Space Robot were the Horikawa's Attacking Martian, Ideal's Zeriods, Eldon's Robbie Robot, Taiyo's Blink-a-Gear Robot, and Remco's Tin Man Robot, all shown in full-color.
