Many thanks, all of you.  Yes it does seem like we are talking two different joke shops here.  I'm pretty sure that "Rogers the joke shop" (which definitely rings a distant bell) had ceased trading by the time I'd left school (1966)  ~  so Grove Vale (now the bakery) is the one  ~  and the military stuff & the guy with a beard would be a different shop on North Cross Road (particularly if it was still going in the 1980s).  Many thanks for all the feedback  ~  brilliant  ~  if anyone unearths any old images of "Rogers the Joke Shop" from the sixties, that would be the unholy grail.  Thanks again...