Although the company sustained losses during the Great Depression, business grew again after World War II as Halle's began developing suburban branches starting in 1948 under the leadership of Walter Murphy Halle, while completing a $10 million modernization at Playhouse Square that included a new service building on Prospect Avenue and the West Wing addition to its original building in 1949. Over time, the store came to be enjoyed by the city's carriage trade society, especially during the Christmas season when the flagship store had its very own popular version of Santa Claus, a fictional elf named Mr. Jingeling, who could be found, as the TV and radio jingle reminded kids, "on Halle's seventh floor" serving as Santa's "Keeper Of The Keys." Mr. Jingleing was created in 1956 as a way to promote the department store's toys. It was originally a one-time promotion in 1956, but it instantly became popular and was turned into an annual tradition. The first Mr. Jingeling was Thomas V. Moviel, a Cleveland Police Officer.