Macy's window on history

NEW YORK - Retail visionary R.H. Macy was friends with legendary showman P.T. Barnum - two rich guys hanging out in the 1860s.

Why is this important now? Because had Barnum not suggested to Macy that he put his prized collection of mechanical toys in the windows of his flagship store at Christmastime, we might not be enjoying today's over-the-top holiday displays filled with dazzling high-tech elements unimaginable back when wind-up toys drew crowds.

The theme of this year's display at the Herald Square flagship - which bills itself as the world's largest store and is celebrating its 150th anniversary - is the making of Christmas magic. The six oversized windows facing Broadway depict the detail, hope and love that go into different elements of the holidays, such as tree lights, ornaments, snow and tinsel.

There's no merchandise along the main thoroughfare, although gift ideas are featured in smaller windows on other facades of the block-size building.

Company historians trace the windows back to the end of the 19th century, when Macy had to hire extra workers to wind up the toys on a schedule to keep them humming. For a few years, staff costs led him to abandon the moving-part windows in favor of seasonal doll displays. In 1899, technology caught up and Macy reinstated animated motors (which are now often run by computers).

The birth of the Thanksgiving Day parade in 1924 convinced the company to ratchet up its Christmas display, since crowds were gathered dozens deep on 34th Street. This also was a prosperous time, so Macy's found itself in a friendly competition with other retailers, said Bob Rutan, the retailer's historian and director of event operations.

From the 1970s through the early '90s, though, the store pulled back, instead filling its ample display cases with products and pondering whether the investment in blockbuster windows was worth it.

Macy's decided it was - especially after seeing other retailers step up their decorations, said Rutan, who welcomes the competition. Indeed, there are lots of beautiful windows to see this year in Manhattan.

Saks' (611 Fifth Ave.) holiday display touts the beauty of the snowflake, while Lord & Taylor (424 5th Ave.) celebrates favorite Christmas traditions in its windows. Typically fashion-forward Barneys New York (660 Madison Ave.) is looking back at the '60s, prominently featuring a Volkswagen Beetle covered in peace signs, flowers and other retro symbols.

"It's all getting more magical and that's what the holiday season is all about," Rutan said. *