Word Count 350, 2 minute read

Starting in the late 1940’s Sears, an old American department store chain, partnered with theaters in Mount Vernon to add a little extra fun to local kids’ lives. Every year they would throw a back-to-school party hosted at the New Lyric, Lido, and notably the Lincoln. These back-to-school parties were hosted with the main goal of getting parents a place to drop their kids so they can get some final shopping done. There was lots of entertainment including: cartoons, snacks, refreshments, competitions, and games. If I was going back-to-school next year, the Lincoln would be the place to be. Endless fun for a few hours while mom or dad gets all the boring stuff done at the department store. Sounds like a win to me. Except the one downside… my dad might end up picking my wardrobe for the year (Yikes). 

Alternatively though, there is a possibility for all the mismatched clothing to be worth it. Sears was really great at throwing a phenomenal party with everything a kid could want. Even the thing basically every child wrote at least once on their christmas lists, a pony.  

That’s right, every year at the annual back to school party they would draw a raffle for one lucky child to bring home a pony with all the bells and whistles. A saddle, reins, the whole nine yards. I speak for most any kid ever when I say this, but I would definitely be alright with wearing dads handpicked clothes if I had a pony. I may look like a clown, but at least I won’t be taking the bus anymore. 

These events went on for many years in Mount Vernon. It was the perfect match-up, cartoons at the theater, possibly a pony, snacks, and not getting dragged through the boring store with your mom. (I bet the parents were a little bit jealous). Lots of folks dropped their kids off for these fun filled parties at the local theaters. It was a smart plan by Sears, to get more sales from parents and get the local theaters more publicity. Truly a win-win.