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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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‘I felt I couldn’t talk about the war’: Jewish and Muslim teens make space for tough conversations
For Jewish student Maxanne Wallace-Segall and Muslim student Nabila Rahman, the months after the Hamas-led Oct. 7 attacks on Israel were filled with a tense quiet.
Then freshmen at Stuyvesant High School, a public school on Manhattan’s southern tip, the two girls had only been friends for a few weeks. As their social media feeds became inundated with polarizing content from across the spectrum, neither of them knew how to bring up what had happened.
“I felt like I couldn’t talk about the war with one of my closest friends in the world, just because I was terrified about what I would say and what she would say,” Wallace-Segall said.
That tension ended when Wallace-Segall interviewed Rahman for an article in their high school paper about the pain many students were experiencing in the first months of the Israel Hamas War. Broaching the subject for the first time, they realized that — despite coming from different perspectives — both were primarily concerned that their friends were OK.
“It wasn’t a question of ‘do you support Israel or Palestine?’. It was a question of [if you were] OK; if your family was OK. That was what mattered at the moment; her opinion didn’t matter, even if it differed from mine,” Rahman told Wallace-Segall for the article.
Now rising high school seniors, the duo runs The Together Project, a citywide organization dedicated to dialogue between Muslim and Jewish teens — Zionists and anti-Zionists alike. This summer, that dialogue has deepened and the reach has widened with the launch of a twice-weekly program called the Ohel/Ahl Fellowship, named after Hebrew and Arabic words for friendship. Since June, Jewish and Muslim teens from public, private, religious, and secular schools in the New York area have come together around sacred texts, swapped stories, consulted experts and explored each other’s neighborhoods and perspectives.
Emboldened by their first conversation, Wallace-Segall and Rahman began speaking about the conflict with Muslim and Israeli friends. But, when starting the organization, those friends opted not to participate. The Muslim friend’s family refused to let them talk to people who supported Israel, while the Israeli friend wasn’t allowed to talk to anti-Zionists. The organization continues to face this challenge, with some criticizing its inclusive nature. On one Instagram reel posted by the project, a user commended the concept, but pointed out the number of Palestinian deaths and disagreed with participants working alongside Zionists.
“i was like yessss this is what we need!!” they wrote at first. “only for u to include zionists 💀absolutely not. none of you are truly anti-zionists if you agree to work closely with zionists, especially at this time.”
But that misses the point, Wallace-Segall said. “To exclude the Zionist narrative would be to exclude the issue itself.” That widespread opposition toward dialogue highlights “the necessity and urgency of starting it even more,” she added.
To expand citywide, the girls drew upon their previous connections — someone with whom Wallace-Segall often debated about the subject, another who had written poetry about her religious identity. Currently, the organization has branches at four public high schools in three of the city’s five boroughs.
The Together Project also established a partnership with the New York Society for Ethical Culture, a social activism organization that offers meeting space for several grassroots organizations and hosts all branches of the Together Project, and other interested students, for a citywide conference three times a year in winter, spring and summer.
At those seasonal meetings, students go over historical timelines, read books, articles, sacred texts, and poetry and push themselves to grapple with hard topics. The conversation subjects range from comparisons of the Torah and Quran to what Muslim and Jewish teachings say about queerness, and how being a member of the LGBTQ community informs support for Israel, given its comparatively tolerant culture, and support for Palestinians in Gaza, given the nature of their collective struggle.
Wallace-Segall’s favorite conversations are those that question “why do you believe what you believe?”
“It really gets everyone to think about the specific moments with their families and their friends and reading the news in which different aspects of their opinions have been shaped,” she said.
Last November, members of the group attended a United Nations conference on establishing a Middle East zone free of weapons of mass destruction. As she listened, Wallace-Segall was inspired by those “dedicating their lives to committing to peace.” At the end, four of The Together Project members were given the opportunity to speak about their organization and share their thoughts on the solutions that had been presented.
“So often in the UN, when we see discussions of rebuilding communities … it’s decades or years after the conflict happened,” Wallace-Segall said in her speech. “I think the time to start rebuilding communities is now.”
At Ramaz Upper School, a Jewish day school in Manhattan, now rising senior Gabriel Flatto-Katz found himself in a Jewish bubble. Amidst the tensions of the New York City mayoral election, he realized that he “didn’t have any Muslim person that I could call a friend,” and sought to start an interfaith student organization.
Despite reaching out to many Muslim organizations, however, he wasn’t able to find any interested partners. Then he discovered the Together Project and helped Wallace-Segall and Rahman develop this summer’s Ohel/Ahl Fellowship.

The fellowship has enabled students who were already involved, along with many new ones like Flatto-Katz, to engage more deeply with meetings twice a week. So far, the fellows have hosted speakers from the Rose Castle Foundation, which helps equip leaders to navigate conflict; explored the Islamic wing of the Metropolitan Museum of Art and analyzed poetry by Israeli and Palestinian writers.
Rather than jump right into sensitive political discussions, students explored each other’s religious identities and established trust in initial meetings, so they have felt more comfortable sharing sensitive opinions in the latter half of the fellowship.
According to Gershon Rozenberg, a rising senior at SAR High School, a co-ed modern Orthodox yeshiva in Manhattan, that turning point arrived during a recent discussion the students had about war. Participants shared conflicts that felt most personal to them and their families and how this might impact their thoughts on the Israeli-Palestinian conflict. Some mentioned the Vietnam War, the Bangladesh Civil War and the Holocaust.
Rozenberg called it “the most vulnerable conversation we’ve had among fellows.”
For Rahman, this conversation helped her realize just how personal the Israeli-Palestinian conflict is for Jews. “For people like Gabi who literally have family in Israel, there was so much more at stake,” said Rahman, who doesn’t know anyone who is Palestinian.
Along with speakers, the fellowship has a board of mentors from Jewish and Muslim organizations, including Rose Castle, the Tannenbaum Foundation, Jewish Theological Seminary, and a Palestinian representative from Debate for Peace.
“We’re still kids running a kids’ program,” Flatto-Katz said. Mentors provide necessary guidance on how to run an interfaith organization, advise on ground rules during sessions and recommend texts to study. To build a consistent base of students at each meeting, mentors also have helped recruit teenagers they had worked with previously.
Flatto-Katz recruited Rozenberg after reading Rozenberg’s piece in SAR’s campus newspaper arguing that the school “should do a better job of understanding the Palestinian perspective.”
To complement the students from private Jewish day schools, leaders have been reaching out to private Muslim schools. But they’ve encountered difficulty.
“A lot of the kids have never met a Jewish person before, so it’s hard for them to make that first step,” Rahman said.
Many of the students from private Jewish schools say they have been moved by the contributions of Muslim participants, including rituals like chanting from the Qur’an or talking about their religion. “People have enjoyed the ability to hear something so different than what they’re used to,” Flatto-Katz said.
Within Jewish youth spaces, Flatto-Katz said students strongly support Zionism, but also crave hearing new perspectives. It’s not always easy for Flatto-Katz to “have really hard conversations,” as he has family in the region, but he senses and shares a “hunger for understanding.” Agreement or consensus is not required, he said.
“This is my friend Nabila who doesn’t agree with me on 99% of things, and I think it’s really cool that we get frozen yogurt together,” Flatto-Katz said.
To Rahman, the diversity of high school environments and the formative teenage years are what makes the work they are doing now so significant.
“Making sure younger people are involved in this kind of things is so important,” she said, “because they are the ones who are going to be shaping the future.”
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In the history of a family’s pianos, a glimpse of a disappearing New York history
Not that long ago, many homes had pianos. Few do now, and a sad sight is a piano left out on the street. Two years ago we moved a Steinway into our home, and until recently, we had two grands in our living room, the Steinway and the Chickering, which I grew up with. There is also a mini Schoenhut, along with a full-size Casio keyboard upstairs.
The Chickering first resided at my grandparents’ apartment on Central Park West. Under it sat a Schroederesque Schoenhut grand. I would sit on the bench in front of the Schoenhut and tinkle the keys while my grandmother Anna played above. The Chickering, a five-foot, seven-inch quarter grand, came to my childhood home in Forest Hills after she died in 1966. There my brother David and I took lessons from our teacher Fred Kahn. Mr. Kahn was easily in his 70s, and a former student of the concert virtuoso Arthur Friedheim who had studied with Franz Liszt. He performed at Carnegie Hall when he was just eight, and later Steinway Hall had him play at their showroom across 57th St. as a way to attract customers. I fondly recall my lessons with him, especially his improvisations, how he effortlessly switched tempo and rhythm so a piece by Bach morphed into a country & western or klezmer tune.

I first heard my wife Lillie play on the Chickering. It was Beethoven’s Piano Sonata No. 10. Lillie studied at Queens College’s Aaron Copland School of Music when we lived in Kew Gardens, and we had her Sargent grand in our apartment. She also had a Baldwin spinet at her mom’s in Manhattan. We moved the Sargent to Lillie’s sister Yuri’s apartment when I had a fellowship at Northwestern in 1994. Then when my mom and dad sold the house the following year, Lillie and I had the Chickering hauled up a steep stoop in Park Slope. I remember it being so heavy that it cracked one of the brownstone risers, though the piano was thankfully not damaged. Even better, our landlord had been planning to restore the stoop, so we didn’t have to chip in for the chip.
Soon after, Lillie took a teacher-training program at the School for Strings in Manhattan to learn the Suzuki Method. In 2001, we moved to Glen Ridge, New Jersey, and in 2006 spent a summer in Chicago. One of the first things we did was buy the Casio. Early one morning we were awakened by the sound of Chopin coming from the front room. Lillie and I rushed out to find our four-year-old Emma at the keyboard. Alas, we quickly realized that she was not the reincarnation of Clara Schumann after whom her older sister was named. Instead she had somehow pressed the right series of keys, and it played the programed piece.
Back home, Emma had cello lessons in nearby Montclair, and while Lillie taught in our living room, Clara, Emma and I would drive to Manhattan where Clara would spend up to two hours with her piano teacher, Barbara Herman. During Clara’s lesson, Emma and I would roam the halls of the nearby Natural History Museum. We all would then go to Ottomanelli and have chicken pot pies and then ice cream next door at Emack & Bolio’s.
The Chickering filled our home with much music. Clara practiced on it, and Lillie would go over music with her. I enjoyed it when they played together, especially a duet from Schubert’s “Trout Quintet.”Lillie would also help Emma prepare for her cello recitals, and later went over pieces with her when she took up the clarinet and joined the high school marching band.
Since the early ‘90s, Lillie has been studying on the Upper West Side with her teacher Denise Kahn. She and Denise’s other students regularly gather at their various Manhattan apartments to perform their pieces for each other, and as Lillie practices at home she is always amazed that I can soundly nap on the couch just a few feet away during her most fortissimo playing.

The Steinway made it to our home from the country house of one of those pianist friends. In 2024, Lillie and I spent a cool spring afternoon at her place in Stockbridge, Mass. so Lillie could test out the piano; while there she Zoomed her piano technician back in New Jersey to ask questions. The Steinway is a rebuilt six-foot, model O from 1910. Until it arrived, it was on the Chickering that Lillie’s students had their lessons for the past two decades.
Four days a week, our home is filled with the sounds of a wide variety of pieces, from “Frog on Logs” to sonatinas by Friedrich Kuhlau, rags by Scott Joplin, even the “Linus and Lucy” Peanuts tune by Vince Guaraldi. Some of the younger ones can’t sit still, but it is always satisfying to see those who stick with it and then one day start to see their lesson as more than a chore imposed on them by their parents, and come to love playing music. Each June, they all perform in a recital at the Congregational Church up the street.
Hundreds of piano makers once thrived in New York and Boston. Chickering started in Boston in 1823, became one of the nation’s finest manufacturers, and had a hall on 57th St. that rivaled Steinway’s just a block to the west. The firm moved to East Rochester, NY in 1927 and stopped producing instruments in 1983. Sadly, most American piano makers are now gone. On bulk days in our town, we have seen a few pianos sitting on the curb, and Lillie has alerted others of their presence in the hope that someone would rescue them.

Two years ago, I was out for a walk. Along the curb sat a diminutive Schoenhut upright. I have no idea what happened to my grandmother’s Schoenhut grand, and happily hoisted and adopted this homeless one. Not surprisingly, Lillie’s students have embraced the mini-me piano, and during their lessons, some of the younger ones like to hop over and play on it, with the instrument offering up its chime-like, glockenspiel sounding versions of their pieces while Lillie accompanies them on the piano.
We only need one main piano, though, and the last thing we were going to do was toss out the Chickering. I do realize that the piano is but an object, one fashioned from mahogany, rosewood, ebony, ivory, metal wires, and felt. But the Chickering had a real presence and voice in our home, one that brought joy. Quite simply, it was part of our family. I am therefore not surprised that I got teary eyed as we said goodbye to it on June 15. I am glad to say that movers ferried it to a new home up the road. And while the spot where it stood, one filled with much meaning, seems quite empty now, we do hope that the Chickering will create fond memories for another family.
Before it left our home, Lillie played on it that Beethoven sonata that she first performed for me.
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Lively Yiddish Forward columnist Miriam Hoffman has died
The Yiddish writer, Forverts columnist, playwright and Yiddish lecturer Miriam Hoffman passed away July 29 in Coral Springs, Florida. She was 90 years old.
Hoffman was a talented storyteller, as seen in the 2017 Forverts video about her, one of ten episodes in its documentary series, Yiddish Writers Monologues. In the 55-minute clip, she describes in dramatic detail her family’s journey from Siberia to a forced labor camp to a displaced persons camp and finally, to New York. The video is in Yiddish with English subtitles.
In a book, also published in 2017, A Breed Apart: A Miraculous Escape from Russia, she tells her life story again, this time in English.
For many years, Hoffman penned a lively column for the Forverts, where she commented, often with biting humor, on certain character types in Jewish society she disapproved of — like American-born Jews snubbing their noses at fellow Jews who had recently arrived from Europe, something she experienced first-hand.
She also wrote about the blatant sexism she encountered in the 1960s and ’70s among the leadership of Yiddish organizations like the Workmen’s Circle and the Congress for Jewish Culture.
But other essays had a serious, softer voice, like the one she told about her decision as a young teen to suddenly cut off her curly locks in order to look more “American” — and how her mother reacted to her daughter’s “rebellion.”
She also hosted a popular Yiddish radio program on the Forward station WEVD.
Hoffman loved the Yiddish theater and began writing plays herself. She and fellow playwright Rena Borow wrote the book for the musical, Songs of Paradise, based on the biblical poetry of Yiddish troubadour Itzik Manger. The show ran at NYC’s Public Theater and the Shakespeare Festival in 1989, drawing a rave review from The New York Times. Her plays were also staged in Montreal and in several European countries.
For 23 years, Hoffman was a popular Yiddish lecturer at Columbia University. In 2011, she published a Yiddish textbook, Key to Yiddish, that included not only lessons in grammar, but also passages on Eastern European Jewish history, customs, songs and holiday content.
I was personally most impressed with her dogged determination to preserve Yiddish as a spoken language with younger generations. In the 1960s, while teaching at the Sholem Aleichem Shul 21, an afternoon Yiddish school in the Bronx, she and three fellow Yiddish cultural activists — educator Gella Schweid Fishman, pianist-composer Malka Gottlieb and artist Tsirl Waletzky — published a series of Yiddish children’s books through a publishing house they created themselves, called Oyfgang (Sunrise).
As Hoffman and Schweid Fishman told me years later, the mood in the Yiddish world then was so pessimistic, and the attitude towards women so dismissive, that none of the Yiddish cultural organizations — including the Workers Circle and the Congress for Jewish Culture — showed any interest in publishing the books.
But Hoffman and her colleagues didn’t give up. An example of this concerned a musical Purim play they wrote and published in 1968, “Purim iz a shpil aza” (“Purim is a time to play”). On the book cover it gives the male name Gavriel Tolyes as the author. But this was a pseudonym; the real author was Hoffman.
“We understood that no one would take our book seriously if they found out that four women published it,” Hoffman told me. “So we took my mother’s name Tolye, and came up with the name Gavriel Tolyes.”
Years later, Hoffman translated the Purim play into English where it was performed and made into a video. This time, the author’s name was her own.
Hoffman was born Miriam Shmulevitsh in Tobolsk, Siberia in 1936. In 1950, her family immigrated to the United States where she studied Yiddish pedagogy at the Jewish Teachers Seminary until 1957. Years later, she finished her bachelor’s at the University of Miami and received a master’s from Columbia University in 1983.
During the 1970s she and her husband Mendl and two young sons, Avrom (Avi) and Binyomin, lived in Israel for several years where she hosted the first Yiddish television program in the Jewish state, together with the popular comedian Shimon Dzigan.
Hoffman often said that one of her main goals in life was to help instill Jewish pride among Jews of all ages in order to stem the tide of assimilation. In 2015 she, along with her son — the renowned Yiddish actor, director and producer, Avi Hoffman — launched the Yiddishkayt Initiative, an organization dedicated to bringing Jews back to their roots through lectures and performances that portray Jewish values and cultural traditions. For Hoffman, this was exactly what she had been waiting for.
Miriam Hoffman is survived by her two sons, Avi and Benjamin, four grandchildren and one great-grandchild.
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