In 1911, the name was changed again to The Dayton Company. Dayton's Dayton's officially became The Dayton Company in 1911, and also purchased the property at Nicollet and Eighth Street in downtown Minneapolis to expand Dayton's retail footprint. By 1929, the downtown location consisted of three buildings: the original building from 1902 and two additions from 1913 and 1929, totaling about a million square feet. Draper Dayton died unexpectedly at the age of 43 in 1923. Dayton's founder, George Draper Dayton, died in 1938 and his surviving son, George Nelson Dayton, succeeded him as president of the company. 1940s and 1950s Expanding its downtown Minneapolis location in 1947, Dayton's added four floors to the existing eight-story building, bringing the total retail space to 12 floors, at a cost over $2 million. On the hunt for new and different items for its clientele, in 1949, Dayton's accepted several Cootie games on consignment from its inventor, Minnesota resident William "Herb" Schaper. The games sold very well, and reorders were placed. Dayton's sold 5,500 Cootie games between Thanksgiving and Christmas and the Game of Cootie was on its way to becoming a classic. Dayton's president George Nelson Dayton died at the age of 63 in 1950, 12 years after becoming president. One of the five sons of George Nelson Dayton, Donald C. Dayton, was named president of Dayton's at that time, thus becoming the third generation with the Dayton surname to helm the department store. George Nelson Dayton's five sons each inherited 20% of the business after the death of their father; all are credited with the management and expansion of Dayton's into the modern retail era, along with the creation of Target Corporation, not only changing the dynamics of retail in Minnesota, but also nationwide. In August 1952, Dayton's announced the acquisition of Knowlton Company in downtown Rochester, Minnesota. Knowlton had been in business since 1848, and became Dayton's second store; thus the beginning of Dayton's establishing itself as a department chain store company. After almost two years of expansion and renovations, the Rochester Dayton's opened in March 1954. Dayton's pending development of its first shopping center, Southdale Center, was announced in June 1952. Southdale was planned, conceived, constructed, and owned by the Dayton Company. Southdale became the first fully enclosed, climate-controlled shopping mall in the United States, changing the retail landscape. Dayton's purchased 500 acres in Edina, Minnesota, to construct the