As you walk up the right side of Main Street, your destination is the store right after Grandma’s Baby Shop. Across the entire width of the ornate, pale yellow storefront, a sign reads, “Intimate Apparel, Brassieres, Torsolettes.”

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Yes, when Disneyland opened in 1955, there really was an Intimate Apparel Shop, and it really featured the Wizard of Bras. But the Wizard didn’t look like the artwork at the top of this page. That artwork was from a Hollywood-Maxwell ad in a July 15, 1955, newspaper supplement for Disneyland in various Southern California papers, including the Santa Ana Register and the Long Beach Press-Telegram.

In addition to ads, the supplement had articles about Disneyland—but the articles were publicity pieces that were essentially advertising too. One article included a rare photo of the Wonderful Wizard of Bras.

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