Marketing: Mother May I?

Christmas 2009 was coming, but Lionel headquarters wasn’t sure how much Santa would be bringing. They’d just cut the ribbon on the model-train company’s first retail shop in New York’s Rockefeller Center. Behind the plate-glass windows employees had built a 1:48 scale city, complete with Christmas trees, piled-up snow and, of course, model trains (going so far as to include a New York City subway among them.) The location was unbeatable, but Lionel had done no advertising.

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