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In the early 1920s, many of Sears Roebuck's rural mail-order customers wrote to the company asking them to set up a way for trappers to sell their furs. Beginning in late 1925, Sears Roebuck & Company, through the Sears Raw Fur Marketing Services, began buying furs from independent, rural trappers. Trappers would mail packages of their prepared muskrat, mink, otter, raccoon, fox, badger, beaver, weasel, skunk, and opossum pelts to a Sears depot. At first there was only one in Chicago, but the company soon increased the number of depots around the country, including ones in Philadelphia, Dallas, Seattle, Memphis, Kansas City, Des Moines, Denver, and Minneapolis.
Sears would grade the pelts and either promptly send the trappers a check or give them credit toward purchases from its general merchandise catalog. If the trapper was unsatisfied with the value Sears gave him, he could return the check and the company would return the furs. The vast Sears catalog carried a line of Victor, Oneida, and Gibbs traps, scents, and pelt stretchers, as well as firearms, ammunition, decoys, and a wide selection of farm equipment and supplies.
In this way, Sears Roebuck became one of the largest fur buying companies in the country. The trappers generally found the company's fur grading to be accurate and the prices paid to be fair, especially for good, large skins. The company had found a way to help their rural customers by giving them a market for their furs that was as close as their mailboxes. Farmers trapped for sport and recreation, but also to control the wildlife population that threatened their crops.
Johnny Muskrat also had a regular radio show during the 1920s and 1930s on Sears' own Chicago-based radio station WLS ("World's Largest Store"), and then elsewhere in the country through station affiliates. He and his occasional trapper guest would talk about how to set traps, dry pelts, and other techniques. Muskrat also discussed fur market conditions, tips on camping and hunting, and pioneer life in general, as well as reading letters from his listeners.
In part, you can blame Johnny Muskrat for their popularity. That was Sears furbuyer program.
Slightly off topic, but there's also the "improved muskrat" or "hawbaker muskrat," which has a wharncliffe instead of a second turkish/california clip. Kind of a cool knife, but seems to defeat the purpose of the original muskrat as the wharncliffe would seem to be particularly useless for skinning small animals.
This is why I love this forum. There is a wealth of fascinating knowledge here.