Claus typically became part of fundraising drives to aid needy families at Christmas time. In 1937, Charles W. Howard, who played Santa Claus in department stores and parades, established the Charles W. Howard Santa School, the oldest continuously-run such school in the world. In some images from the early 20th century, Santa was depicted as personally making his toys by hand in a small workshop like a craftsman. Eventually, the idea emerged that he had numerous elves responsible for making the toys, but the toys were still handmade by each individual elf working in the traditional manner. The 1956 popular song by George Melachrino, "Mrs. Santa Claus", and the 1963 children's book How Mrs. Santa Claus Saved Christmas, by Phyllis McGinley, helped standardize and establish the character and role of Mrs. Claus in the US. Seabury Quinn's 1948 novel Roads draws from historical legends to tell the story of Santa and the origins of Christmas. Other modern additions to the "story" of Santa include Rudolph the Red-Nosed Reindeer, the 9th and lead reindeer created in 1939 by Robert L. May, a Montgomery Ward copywriter, and immortalized in a 1949 song by Gene Autry. In popular culture Elves had been portrayed as using assembly lines to produce toys early in the 20th century. That shift was reflected in the modern depiction of Santa's residence—now often humorously portrayed as a fully mechanized production and distribution facility, equipped with the latest manufacturing technology, and overseen by the elves with Santa and Mrs. Claus as executives or managers. In 1912, actor Leedham Bantock became the first actor to be identified as having played Santa Claus in a film. Santa Claus, which he also directed, included scenes photographed in a limited, two-tone color process and featured the use of detailed models. Since then many feature films have featured Santa Claus as a protagonist, including Miracle on 34th Street, The Santa Clause, and Elf. In the cartoon base, Santa has been voiced by several people, including Mickey Rooney, Jim Cummings, Mel Smith, Ricky Tomlinson, Jim Belushi, and Alec Baldwin. Santa has been described as a positive male cultural icon: Norman Corwin's 1938 comic radio play The Plot to Overthrow Christmas, set entirely in rhyme, details a conspiracy of the Devil Mephistopheles and damned figures of history to defeat the good will among men of Christmas, by sending the Roman emperor Nero to the North Pole to