Grand children on the cover

The first catalogue had covers drawn by Clas Ohlson’s brother-in-law, Eric Springfeldt. Eric was employed as an illustrator by the company and later in life would become a well-known advertising manager at the food retailer ICA. In Eric’s cover design, a best-selling item was often shown together with active people. Then, at the 1946 presentation of the catalogue, a hand-colored photo was used. The photo showed Clas Ohlson’s grandchild, and Mary Haid’s son, Toni Haid.

The picture shows Toni Haid playing by a creek with his cousin Hans Rolands. In the following years, all of Clas Ohlson’s grandchildren would feature on the cover.
In 1950-1951, grandson Björn Haid takes a look at a bird-feeder (that Clas had designed himself.)
On the 1951-1952-cover, it’s Tore Ohlson’s daughter Gunilla Tidstrand who listens to recorded tapes. Clas is included in the photo, playing an accordion that his friend Hagströmer of Älvdalen gave him.
Then in 1957-1958, it’s time for Mary Haid’s youngest son Peter to join the cover family. Peter points our Insjön on a globe with one hand, while letting the other explore Africa