The first Sears catalog was published in 1888. In 1906, Sears opened its catalog plant and the Sears Merchandise Building Tower in Chicago. Also, by that time, the Sears catalog had become known in the industry as "the Consumers' Bible". In 1933, Sears issued the first of its famous Christmas catalogs known as the "Sears Wishbook", a catalog featuring toys and gifts, separate from the annual Christmas Catalog. The catalog also entered the language, particularly of rural dwellers, as a euphemism for toilet paper. Novelists and story writers often portrayed the importance of the catalog in the emotional lives of rural folk. For children and their parents, the catalog was a "wish book" that was eagerly flipped through. It was not a question of purchasing but of dreaming; they made up stories about the lives of the models on the pages. The catalog was a means of entertainment, though much of its magic wore off with the passing of childhood. See "Sears". Wikipedia. Retrieved 2014-11-05.