Toronto Eaton Centre

Toronto Eaton Centre

November 19, 2010 09:00 ET

Toronto's First Snowfall of the Season Happens Indoors-At Toronto Eaton Centre

Magical Snow Shows-A Canadian First-Continue Until December 23

TORONTO, ONTARIO--(Marketwire - Nov. 19, 2010) - Marking the official kick-off to Toronto's holiday season, Toronto Eaton Centre yesterday unveiled its sixth annual Swarovski Crystal Wish Tree, and, as singer Suzie McNeil performed "Let It Snow," snow began to fall for the first time ever inside a Canadian shopping centre.

Magical, white snowflakes floated from Toronto Eaton Centre's Galleria over 100-foot high ceiling for several minutes, delighting the hundreds of visitors on hand for the annual event.

"We're so pleased to be the first in Canada to bring this magical seasonal experience to our shoppers and retailers—especially before the season's first snowfall," says Catherine Melchior, Senior Director of Marketing, Toronto Eaton Centre, The Cadillac Fairview Corporation Limited. "By adding this wonderful element to our Centre Court, we can spread a bit of magic every evening until Christmas."

Working with MagicSnow, a Los Angeles-based company, "Snow Shows" will occur nightly at 7p.m. - excluding Sundays - until December 23.

The snow, which is made of non-toxic bubbles that are 98 percent water and 100 percent biodegradable, does not accumulate. MagicSnow owner Adam Williams, who has been featured in The New York Times, has created artificial snow in malls across the U.S. and for installations around the world, including in Asia, Europe and South America.

"Toronto Eaton Centre's Galleria is the tallest height we have ever worked from to create this installation," says Williams. "This is our first time in Canada, and even here, there's a wonderful novelty about experiencing an indoor snowfall. We've transformed Toronto Eaton Centre into a living snow globe."

About Toronto Eaton Centre

Stretching two full city blocks, Toronto Eaton Centre is among Canada's most recognizable landmarks, and one of the country's best-known retail shopping destinations. With over 230 retailers, restaurants and services in the heart of downtown Toronto, Toronto Eaton Centre is the city's premier urban destination. Toronto Eaton Centre is owned and managed by The Cadillac Fairview Corporation Ltd, one of North America's largest investors, owners and managers of commercial real estate. For more information about the Toronto Eaton Centre, visit For more information on The Cadillac Fairview Corporation Ltd., visit

About MagicSnow

MagicSnow is the leading provider of large-scale special effects snowfall installations worldwide. Using special effects adopted direct from Hollywood movie sets, MagicSnow transforms any space into a "living snow globe" and creates a realistic winter wonderland, indoors or out. For additional information, please visit

Contact Information

  • To arrange an interview or for more information:
    MAVERICK PR (for Toronto Eaton Centre)
    Kelly Olive
    416-640-5525 ext. 230
    MAVERICK PR (for Toronto Eaton Centre)
    Magda Jarota
    416-640-5525 ext. 244