The iconic holiday windows at the former Hudson’s Bay building in Toronto will glow again this year after sitting dark for months, revived on short notice by a major candy brand that says it wanted to be “true to the tradition and the authenticity” of the original windows.
Mars, the confectionery maker behind M&M’s, Snickers, Excel gum, and Skittles, is stepping into a decades-long tradition that will be closely watched by Torontonians who know the windows for their aesthetic charm and artistry.
From Dec. 14 to Jan. 2, Mars will turn the seven windows of the former Hudson’s Bay flagship at Yonge and Queen Streets into “Wonders of Mars,” depicting a “day in the life” of a team of elves, according to Mars Wrigley Canada general manager Ellen Thompson.
This is the first time the windows have lit up since the 355-year-old department store closed in June. Thompson said the idea began with a walk past the shuttered windows in mid-November, when she realized the tradition might not return. Her team immediately began talks with the building’s landlord, Cadillac Fairview, and completed the displays in just over five weeks.
“We heard the city crying out for someone to really help, to support the windows,” Thompson said. “For us, it was all about a little bit of happiness that we felt like we could deliver to the city of Toronto, and we could do it in an authentic and charming way.”
Thompson said the displays draw inspiration from the brand’s products and were produced by MWD, a Canadian creative agency. They show elves preparing supplies for the holiday season under a “Hubba Bubba” sky and making their way to the Mars chocolate factory, which features chocolate flowing through the pipes. Other scenes include a clock that pops on a timed cue to highlight the brand’s new product, Skittle Pop, and an “Excel Winter Wonderland,” featuring gondolas and elves on sleds.
The installation also features a QR code for visitors to submit holiday wish lists, with Mars donating $1 per submission to Food Banks Canada, up to $15,000.
Prior to the unveiling of the Christmas windows, retail analyst Bruce Winder told the Star that he was surprised Mars took over the display, as he didn’t naturally associate the brand with Christmas. He added, however, that he liked the elf-themed approach, the charity component, and saw a real opportunity for the company to build goodwill.
He added that Mars needs to tread lightly to avoid turning the beloved windows into a commercial showcase, given the windows’ history of prioritizing artistry over commerce.
“If they’re too product-focused, it could come out a little cheesy,” he said. “People have been conditioned. You’re talking about their holidays, maybe their childhood. This is a sacred memory for them.”
Mars brought in Ana Fernandes, the former Hudson’s Bay creative director who shaped the holiday windows for 20 years, as an external consultant.
Fernandes said it was crucial to her that the displays celebrate tradition and entertainment rather than simply showcasing products.
“Anyone who has followed the windows over the years at Hudson’s Bay will be able to see a little touch of a throwback here and there that might remind them of something past,” she said.
Thompson said the products’ appearance will be “subtle” and will remain a piece of artwork.
“While we’re really proud of our brands, we also wanted to make sure that we were true to the tradition and the authenticity as we brought these to life,” she said.
David Soberman, marketing professor at the University of Toronto, told the Star that while he sees Mars as a fitting sponsor for the holiday windows, his only reservation is that the name Wonders of Mars feels commercial and doesn’t clearly evoke the holidays.
Soberman said he appreciates that Mars turns the traffic at the windows into contributions to food banks.
“It’s a time of year when we should think about giving to people who have less than we do,” he said. “Because of the economy, more people are struggling to put food on the table.”
