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1969 Sears Christmas Catalog Lego Pages


My husband saved this catalog from his childhood. It is part of our Christmas decor. I thought you all might enjoy seeing the prices and pieces of these old sets. It is hard to acknowledge how old we are getting. :)
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Comments
That 536 piece set is the '536 Designer Set'. It was exclusive to both FAO Schwarz as an in store set (with outer colorful box), and also to Sear's, as a mail order set with outer shipping box (no regular box inside).
Here is the FAO Schwarz version....
And here (bottom set) is the (shown in the catalog in the first image on this thread) Sear's mail-order version....
The Sear's Catalog shows 49-4419... which shows on the side of the box. When you look at the MFG. NO. (on the box top)... the 6 character number has '536' within the 6 digits. This is often the only way to identify a set. In this instance the inner box tray also shows '536', but that is not always the case.
Images... from my Unofficial LEGO Sets/Parts Collectors Guide.
Not a totally outrageous price for that piece count, but higher than you'd pay for that quantity of mostly basic bricks today…
I have to admit these sorts of vintage catalog pages often fascinate me, though! I especially like some vintage catalogs from the UK that will actually list both the RRP and the specific retailer's reduced price. It's neat to see not only how the sets were priced, but how they were described/advertised. Sometimes it's very different from what you'd see today… case in point, ads from the 60s like this had to advertise aspects of the toy that nowadays are taken for granted, like "pieces fit securely, yet can easily be taken apart".
This one had a lot of fun surprises: https://www.flickr.com/photos/29934333@N02/albums/72157677626472222 I love the sort of pleading insistence that "girls love it too!", the many efforts to upsell it as "the extraordinary new building toy from Europe", the 10 day free trial offer (probably to compensate for how even for its time it was pricier than similarly-sized toys), etc. People joke about The Man Upstairs' "sophisticated, interlocking brick system", but even that feels concise compared to this flyer's "extraordinary new system of precision-made, interlocking 'building units'". XD And then there's the one 5-year-old kid testimonial describing one of their siblings as "15¾", and the general cultural artifacts like women going by their husbands' full names (i.e. "Mrs. William Sprengel"). I have to admit, I will never know for myself know what it was like to live during that decade. But looking at it through a modern lens really shows how much things have changed on so many levels.
Here is the outer box.... showing the mail-order catalog item number on the side. And on top the MFG. NO. shows 371 within the numbers....
And of course... the contents as well as the Instructions sheet that identifies the set number...
That set mentioned in the Flickr pages is the FAO Schwarz 005 Discovery Set exclusive (seen in this 1968 Schwarz catalog page in the lower left. Unlike Sear's, FAO Schwarz always had colorful box designs. And the 10 day trial offer was also exclusive to FAO Schwarz... a USA luxury toy store chain (now sadly gone). Other LEGO retailes and even Samsonite LEGO themselves never offered any free trial period... only FAO Schwarz did that.
Here is the 005 Discovery Set....
The FAO Schwarz exclusive Samsonite LEGO sets always had fancy names... and usually (but not always) the set number was also the parts count. Here are some FAO Schwarz exclusive set numbers/names....
223 Adventurer Set
326 Suburban Set
066 Governor Set
080 Ambassador Set
630 Diplomat Set
This 1972 J. C. Penney Catalog page on LEGO sets, shows several reasons why Samsonite LEGO sales were ending in the USA (but not Canada).
First of all, the set sizes were huge...... Samsonite was emptying it's LEGO parts inventory this way. Also, no more yellow LEGO parts (except the gears, which were European produced. Samsonite had stopped the ordering of yellow ABS pellets from Borg-Warner's Washington West Virginia plant by late 1970... and the blue, red and white ABS pellet ordering was stopped soon after. This explains the dominance of those 3 colors.
Like Sear's, J.C. Penney catalog sales involved brown boxes. Here is the very large 857 piece box as seen mentioned in the Penney catalog....
Again, you need both the mail-order catalog in order to help identify which set you have in a plain brown box.
Many of these J.C. Penney mail-order sets were the same sets as the regular 1972 Samsonitte LEGO sets sold in a colorful box to regular retailers. And others have additional pieces added to bring the part count to over 1000 parts....
Notice how large "SAMSONITE" lettering is, as compared to "LEGO". USA Samsonite knew their time was almost up, so they no longer cared about TLGs wishes for packaging!
I was about to wonder why my favorite set wasn't listed, but then I remebered it was a year earlier. 1969 would be the rerelease as an updated version, but I don't see that either. I don't know why I hate the rerelease so much, it's basically the same set just slightly different. I guess I just don't like rereleases, I'll just have to get over my prejudice. I could always get the original to keep original and get the rerelease to do vintage MOCs.
What set(s) you say? I'll let you guys guess. I've already given a few small hints.
Fine then, just rain on my parade! ;_;
Well ordinarily I would say 003 Master Mechanic Set.... which has both gears and a motor... but it was not re-released.
So his is a difficult question, because I don't always agree with the Samsonite dates in all the online databases.... but my guess would be the fall 1965 releas of the 671 piece...
004 Master Builder Set....
And the (a little later) 704 Master Discovery Set... which had 704 pieces (33 extra pieces)....
The extra 33 parts to the 704 were mainly older style trees/bushes and Esso signs/pumps, as well as an extra blue large gear. There were a few other extra items (possibly early road signs) but they are covered over in the 2 green panels (intended to block part of the image) from this 704 set FAO Schwarz ad closeup (above).
These are the largest size Samsonite sets that had 2 versions.
2nd thing - what ever happened to poor Tog'l?
Those are nice sets, but nope...cold. Yes, they're electric, but unrelated to those. Original release date was 1968 and released 1969 under a different set number. They both contain under 200 pieces, but the rerelease has a few more. After doing some research, I think I have to cave and say the rerelease may be superior. I still want both though.
Back to the catalogs. The JC Penney's brown box is mine. It's a photo I took for Istokg, so glad to see it getting used. :D I'm actively looking for more of these late Samsonite catalog sets. I have a theory about the numbering on the boxes, but need more of them to prove this out. I have all but one of the Sears boxes, but need more of the JC Penney boxes.
Another set I'm interested in is 842 Town Plan. A loose incomplete one popped up on eBay recently. Really what one would have been buying is the instructions. I thought about it, but for what it was that's too much for me. I'm sure a better one will come along at some point.
So online set/part inventories were of no help, since they weren't around back then.
Is this a Mail-Order set that we haven't found the matching order catalog image for? No, this is an entire different genre of LEGO set.... the promotional set. The 367 was a Kraft Velveeta USA/Canada promotional set... available with about 8 other sets with 2 Velveeta labels and money to be mailed in.
The 1970-71 Kraft Velveeta offering (there were earlier 1967 and 1968-69 Kraft mini-catalog offerings of different items).....
These mini promo catalogs came in boxes of Kraft Velveeta Cheese... 2 of them shown here with the ordered set boxed in the middle....
Now getting back to that 367 Airport Set that nobody seems to know the origin of. Well it came in a 1970-71 Kraft Velveet Cheese brochure shown above. Except.. the 371 set isn't shown as a set by that number. It is shown as Set #5.
... with another set #4 below it using the same large 50x50 Samsonite roadplate (of 1970-71). So how do we make the connectivity between the #5 set and the #367 set that we know about? Well actually we don't. These 2 (#4 and #5) sets are sort of odd. They each come with instructions... but not for sets #4 and #5......
They are sets 271 House with Vehicle Set (very obscure set) and 367 Mini-Airport Set, which is more common. But the origins of all the 367 Airport sets are all from Kraft mail-order promos.
I discovered the origins of these sets last year... and both were mail-order items... with each coming as 2 separate packages.... 1) the LEGO elements, and 2) the large 50x50 baseplate shipped separately... in a brown shipping box and shipping envelope.
Here's an example of how the Kraft promos wer shipped. Set #1 (from the 1968-69 version of the Kraft promo order sheet)... including the outer box and contents.....
Generally these promotional "brown box" sets were USA/Canada exclusive in that method of packing... but not always. The 1970 unnumbered Weetabix Castle set was sold similarly in the UK/Ireland....
So early LEGO catalog and promo sets are much more complex than we've ever been led to believe! ;-)
All images from my Unofficial LEGO Sets/Parts Collectors Guide chapter on LEGO Promotional Sets.
I never thought I would be so excited to hear about something related to Kraft Velveeta...
I'm not sure what your criteria of a "re-release" is... and if it matches what I consider a re-release. I grew up in the Samsonite years, and have all their catalogs (including Canada)... and I cannot think of a single set that was a true re-release. Many had parts changes along the way, to update to the newest LEGO parts (train couplings wheel versions, etc).... and some had a few box upgrades... but a true re-release... I can't think of any.
EDIT: The Brickset image for the new one is correct now, but the original is still wrong.
#138
And ironically the earlier of the 2 sets you described (the single directional one).... Samsonite used that same set number to sell a Sear's exclusive set.... (seen in the original post)....
In Europe they sold this set, but in a colorful box (not a brown box as the Samsonite one)... and they added 1 digit to the set number for Europe.... ;-)
The earlier one....
Or the one year later one....
http://bricksetforum.com/discussion/2425/sears-catalog-sets
Good Lord.... we're still talking about these.... :-D
The one for the 1969 (forward/backward) 138 Electronic Train Set is numbered 139...
The one for the 1968 (forward only) 118 Electronic Train Set is numbered 139A...
I've seen these in MISB sell for $500.
The train whisles are different....
Also, the control units are different (for one way versus two way)....
Here is a Belgian paper contents of a 138... includes literature in either French or Dutch, while the instructions are universal...
Well to add to the madness, my package arrived today. This is a bit of a convoluted story. And there are several parts that I don’t know. So this summer I spotted an auction on eBay for what appeared to be a Kraft promotional set. This was not one I was familiar with and was hoping to acquire it. I wound up losing the auction and thought that was the end of it. Turns out it was not. The buyer either was not happy or had buyer's remorse with their purchase. So at some point this set changed hands and came to a new seller. This new seller contacted me in late November. After some back-and-forth we came to an agreement on price and it was sold to me. There are several questions I have about what happened between July and November that my seller either doesn’t know or cannot answer. Whatever the case this is great news for me.
So the set arrived today. It sealed in a bag that is very similar to the Samsonite bags that were used in the cube boxes. I’m going to see if I can perform an inventory without opening the bag. I believe I can lay the pieces out flat enough in the bag to be able to do this. It comes with a single 10 x 20 blue plate. I originally assumed the box was oversized, but upon inspection that is not the case. There is a little bit of extra room once the bag is placed in the box, but not much.
The boxes stamped with the number 1258. This is very curious to me. It’s a four digit number similar to what is shown on the brown boxes from Sears and JCPenney’s sets of that era. It’s my theory that if you drop the last number from the manufacturers number on those boxes you get the set number. The Sears boxes all end in a 1. The JCPenney’s boxes would appear to end in a 2, although we’ve not seen enough of those boxes to verify that. This one ends an 8. This has me wondering if 8 is unique to Kraft or all promotional sets or if what I’m proposing is simply a lot of hot air.
The most interesting feature is a flyer that came with the set. It shows this set containing 125 pieces, and three additional sets. They contain 156, 426, and 917 pieces. Based on the small photos with each of the sets I suspect this offer is from 1971 or 1972. Style of model and the color selection is consistent with very late era Samsonite sets. The color selection is mostly red and white with some blue elements and a few clear. No Yellow. I will see if I can get a better image of the flyer. I seem to be getting a lot of glare while using my camera. I may need to try scanning it instead. And there is another thread about this set from this summer if you want to see the eBay images of the flyer.
I've also got the flyer scanned. Not sure why scanner/software has clip the pages the way they have been. I may need to adjust the settings and try again and see if I can get the first one straight. Interesting the models shown on the Velveeta box are some of those shown on set 2 rather the set 1. The flyer shows wheels with set 1, four small and 2 large. My set doesn't have any wheels or wheel holders. The Velveeta box doesn't show any wheels either. So I'm not sure what's up with that. Is it a missing bag, slightly different offer, Samsonite just being Samsonite, etc?
And there's more madness. While looking for the Velveeta boxes, I was reminded of the Del Monte special offer set. The flyer shows many of the same models and boxes have the same number stamped on them. Stranger yet, the inventories are very nearly identical. When I flatten out the pieces in the bag and try to count, I get a very similar inventory. There are some clear differences, some that are 100% unmistakable and others might be my counting error. Currently I'm only getting a 121 pieces. I'm going to wait a few days and try counting again. This mystery continues to get weirder and weirder. It's madness!
The Samsonite LEGO 102 Basic Set (for regular retailers) has 426 parts, and is basically the same set sold (in brown boxes) as Sear's, Penney's, Kraft Velveeta, and as you just mentioned Del Monte.
Ditto for the Samsonite LEGO 105 Master Set... which has 917 parts and follows the same pattern as the 102 Basic Set.
The 125 and 156 piece Kraft sets are likely found elsewhere in other promos... although they could be just miscellaneous sets put together to get rid of leftover parts before the license went back to TLG.
I do believe that the very last USA Samsonite set produced was the 695 Bulk Parts pack in 1972. It used up all the leftover Samsonite LEGO parts inventory... and likely no two sets contain the same contents. Here are 3 of the same sets....
Samsonite LEGO Mayhem!! :-)
And now for...What on Earth are these? "Jumbo Bricks"?
As shown, they were between Duplo and Quatro, but have oddly large studs. Apparently, 6 sets were sold by Samsonite ( #041 #042 #044 #060 #105 and #300 ) and three in Europe ( #501 #502 and #503 ).
They have tubs, but the don't really fit together like standard Lego bricks (that or ones I've seen were worn out). The plastic also seems different, may not be ABS.
Are they unusual, or not really? Included in the 120 piece set from 1966. It appears to be complete and in nearly unused condition, with these and a few extra pieces.
Early on the US and Canada got green plates in every shape available at the time, not just the 10x20 baseplate. 1961-1966, I think. After that green became super rare out baseplates and trees. I know these came in the USA version of 518, but not sure if they came in some other set. Istokg likely knows more than me.
http://bricksetforum.com/discussion/23451/rare-color-samsonite-parts
These were produced in the 1960s Samsonite "open O" LEGO font, as seen in this closeup of a 1x1 blue plate....
The only LEGO sets (besides the Samsonite LEGO 518-521/2 plates spare parts packs) was the 905 Doll Set... which had a 2x2 and a 2x3 green plate.
https://www.bricklink.com/catalogItemInv.asp?S=905-1