The Canadian Press: ‘Iconic Winnipeg Christmas tradition’: A look at Canada Life’s Three Wise Men statues

Seeing the statues each year can trigger feel-good emotions and memories, said Kiran Pedada, an assistant professor of marketing at the University of Manitoba.

Pedada has looked at the role of nostalgia in marketing. He said nostalgia can trigger sensory functions, like sight in this case, that can be appealing in short bursts.

“(The statues) bring back memories of the years long gone by. They bring back memories of their childhood and the celebrations that they had with families,” he said.

To read more about the story and about how a UM alum created the statues, please follow the link to the Winnipeg Free Press.