In 1939, Montgomery Ward introduced Rudolph the Red Nosed Reindeer. Supposedly, more than 2 million Rudolph booklets were distributed in 1939. But Gene Autrey's rendition of the written after the story song really brought Rudolh to the future. Hudson's should have put some "make a Christmas song" money behind Santa Bear to entrench him a bit more. Oh well.
You can see (not not really read very well) the contents of the booklet at:
http://www.flickr.com/photos/39216280@N07/sets/72157621937687556/with/3786225867/
You can also see the '40s Jam Handy/Fleischer Rudolph cartoon at
http://www.archive.org/details/RudolphTheRed-nosedReindeer1948
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