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Gimbels was a department store in New York City.
In a flashback Mr. Burns had, he was at Gimbels with his parents, Clifford and Daphne Burns, as a child. He asked his father if he could sit on Santa's lap. Young Burns then told Santa that all he wanted for Christmas was a hug from his mother and a smile from his father. Santa told Burns that he would get those. After Burns left, a young Abraham Simpson sat on Santa's lap and asked him to marry his mom like he said he would.
In the present, Sideshow Bob, dressed as Santa, got Mr. Burns to imagine he was a child back at Gimbels. He got Mr. Burns to imagine the toy train in the window, Maxie the Elevator Man and the lingerie department.
The Simpsons: Tapped Out
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Behind the Laughter
Gimbels was a real department store chain.