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The invention did not catch on immediately. Men found them effeminate; women found them suggestive of a baby carriage. "I've pushed my last baby buggy," offended women informed him. After hiring several male and female models to push his new invention around his store and demonstrate their utility, as well as greeters to explain their use, shopping carts became extremely popular and Goldman became a multimillionaire by collecting a royalty on every shopping cart in the United States until his patents ran out.

Goldman was known as a philanthropist, particularly supporting medical causes. His older brother, Alfred, died of pneumonia shortly before Penicillin became widely available. Goldman gave substantial funds to construct the Sylvan N. Goldman center of the {Link without Title} Oklahoma Blood Institute.


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