Fantasyland

That was the name of Joskes' 4th floor after Thanksgiving until New Years. My brother and I were taken there for Christmas a few times in the 70's. We waited in line to speak to Santa who sat in a castle. The entire floor seemed decked out. I could be wrong, it could have been a small corner of the floor but it made a huge impression. I remember the fake blankets of snow and heavy, red, velvet fabric draping Christmas displays that held giant talking bears and other stuffed animals. There was a train that went around the displays. I also remember once begging to be taken to the 4th floor when it wasn't the Christmas season. It was completely unimpressive. A few shelves of toys, windows, not much. It was not a Fantasyland year round.> Whoever was involved in putting the display together worked hard and magically to turn that room into a Christmas wonderland. It was really something.

Joskes was really something. Every trip to San Antonio was spent with several hours at Joskes. We'd shop and have lunch then shop have a snack and then leave. I remember trying yogurt for the first time at the Fountain Room. It was lemon flavored and served in a waffle cone. Completely new to me. I remember thinking: When I grow up I want to get married in Joskes. There seemed to be so much elegance. I can't remember what was ever bought there and why we were there for so long. I remember mirrors, dressing rooms, being given popcorn in a small bag and told to sit and hold my brother's hand. There seemed to be so many escalators and floors and rooms. There were more people in the windowless, bargain basement filled with big square tables, than anywhere else, or so it seemed.

The 1970's still held bits and pieces of that booming, post-war American culture. Joskes held on to it as long as they could. Whatever was bought at Joskes in the early 70's was boxed in an [almost] Tiffany blue colored box and tied with a string. There was even tissue! My grandmother still has some faded blue Joskes boxes in her closet.