Circa 1935, that is! I found this great vintage Kresge's "color book" last year just after the Christmas holiday and luckily just rediscovered where I'd stashed it for a seasonal blog post.
Of course the "color book" (or coloring book, as we call them today) is basically a giant marketing ploy for children. Funny, I would have guessed the concept of manipulating children over the holidays a more contemporary one. This is pre-Depression, of course, and was likely not seen with this force again until the 1950's.
One of my favorite spreads in the book is this one featuring toy cars and other modes of transportation. It just immediately dates the book to the 1930's. I love how everything is "steamlined." Also, the not so subtle banner along the bottom "Tell Mother and Dad which of these KRESGE Toys you want for Christmas."
Popeye and Tom Mix further help to date this to a time period in popular culture.