Dolls Development in 1945–1950s

by balisunset in History, August 26, 2008

Soon after the war, dolls became part of the plastic revolution. By 1950 plastic—first hard plastics and later softer plastics such as vinyl—was the preferred material for commercial dolls.

Fashions and lifestyles changed, and the adult Bertha acquired neither her carriage nor her feathered hat, but she became a wealthy woman by marketing and retailing, under the more aristocratic name and persona of Madame Beatrice Alexander, a hybrid of upper-class (white) beauty with an Old Testament vision of the strong Jewish heroine, such as Esther or Judith, in the form of a doll product. Her dolls were stylish and yet encoded with a feminist intent, paying tribute to women of virtu and self-reliance-Queen Elizabeth II, Margot Fonteyn, Louisa May Alcott, and the tempestuous yet resourceful Scarlett O’Hara, the survivor of male-instigated war and disorder. Barbie was a late entrant into this market, appearing in 1959 and drawing her form from a popular European doll, Bild Lilli, which was originally marketed as an adult novelty but was rapidly commandeered by children.

Barbie was a runaway success, going through three editions in the first year, with the third edition produced in extremely large quantities, firmly establishing the singular popularity that she would enjoy for the next four years and beyond. This success was undoubtedly supported by the glamorous and chic television campaigns launched by Mattel in the 1950s, indicating how closely the company was attuned to new formats and processes of marketing. These stylish television advertisements ratified the position of dolls within the postwar dream and used the familiar imagery of the perfectly groomed and poised woman that appeared in many commercials of the 1950s.

Toys and dolls were a sign of U.S. postwar prosperity and the spending power of families, as baby boomer children amassed more toys than even the elites of previous generations. In the 1950s Italian papier-mâché dolls were extremely expensive and beautifully designed, and were among the few alternatives to plastic dolls and dolls of U.S. origin. They were often taller than the usual doll, between 3 and 4 feet high and usually dressed in Victorian crinolines and picture hats. Because they were physically impressive, they were used as parlor and living room decorations as well as being girls’ toys.