By the late 19th century, toymakers were beginning to adopt modern marketing practices. Manufacturers and distributors began using mail-order catalogues to reach consumers directly. Montgomery Ward, for example, produced a catalog listing 23,000 items including toys. The new department stores began to include toys in window displays in which goods were featured as part of an artistic fantasy. Toymakers began to develop a unique style or personality that could be linked to a company name or brand. Advertising for toys began to appear in consumer magazines. Advertising messages encouraged mothers to take their children shopping with them, and to watch how the child interacted with toys in order to identify the child's preferences.