Before the Ideal Novelty and Toy Co. was founded in 1907, and way before the company became famous for its Shirley Temple, Betsy Wetsy, and Patti Playpal dolls, Morris and Rose Michtom invented the Teddy Bear in 1903.

The bear may have given the company its start but dolls quickly became the focus of Ideal’s business. At the time, many dolls were made out of unglazed bisque, which was prone to chipping, cracking, and even shattering. Ideal claimed its composition dolls were unbreakable.

From the beginning, Ideal created dolls based on characters and people who were already in the public eye—the company understood the importance of branding. For example, a boy do...

The most successful Ideal doll was the Shirley Temple doll, which debuted in 1934 and was produced in numerous sizes. Unlike other Ideal dolls from that time, whose hair was molded and painted, Shirley had a mohair wig that imitated the child star’s curly locks. Outfits included dresses worn in films such as “Rebecca of Sunnybrook Farm.”

Another collectible set of Ideals dolls from late 1930s featured Disney characters such as Snow White and Cinderella. At the end of that decade, Ideal also offered a doll modeled on a young Hollywood starlet named Judy Garland, who had just appeared in “The Wizard of Oz.”

After World War II, Ideal launched two doll series based on cosmetics. The Toni series appeared at the end of the 1940s while the Miss Revlon series dominated the 1950s. But 1960s was a decade of stiff competition for Ideal, mostly from the 1959 introduction of Barbie by Mattel. In 1961, Ideal came out with a Barbie lookalike called Mitzi, but these clones were discontinued in 1962 when the more Ideal-like Tammy line was started.

Also in the 1960s, Ideal continued its practice of creating characters based on cartoons, comics, and TV shows. Pebbles and Bamm-Bamm from the “Flintstones” appeared in the mid-1960s, as did Samantha and Tabitha dolls from the TV show “Bewitched.”

About our sources | Got something to add?

▼ Expand to read the full article ▼

Interviews & Articles

Antique Dolls, from Wood and Wax to Kewpie

We have a very small team here at the Victoria and Albert Museum of Childhood, so we all have to do lots of different things. I do… [more]



Best of the Web (“Hall of Fame”)

Dollreference.com

Dollreference.com

This densely packed index of antique and vintage dolls claims to offer over 10,000 images of dolls from the 1800s … [read review or visit site]

Vintage Dolls of the 50s

Vintage Dolls of the 50s

Rhonda Wilson's collection of 1950s dolls, organized by name (Ginny and friends, Littlest Angel and friends, etc.) … [read review or visit site]

Kaylees Korner of Collectible Dolls

Kaylees Korner of Collectible Dolls

Kaylee's extensive collection of vintage dolls from the 1930s to 90s. Click the balloons to browse. Though Kaylee s… [read review or visit site]

Museum of Childhood

Museum of Childhood

Embrace your inner child on this website from the Victoria and Albert Museum, filled with high-quality images and i… [read review or visit site]



Clubs & Associations: Dolls

Discussion Forums: Dolls

Other Great Reference Sites: Dolls

Top eBay Auctions

Showing 60. See all 347 by  highest bidmost watchedcompleted
Patti Play Pal Carrot Top 36 Inch With Red Dress IdealVintage Patti Playpal Marked Ideal Toy Corp G-42-1Vintage Ideal Patti Playpal Doll W/original Clothes G-35 Tlc Lot Peter Playpal Ideal Doll Ideal Toy Company Be-35-38 Shirley Temple 36" Playpal Reproduction Gorgeous Lifelike Doll 13" Composition Shirley Temple Doll In Great Original Tagged Scottie Dog DressPatti Play Pal 36 Inch Doll Blonde Hair Heart Dress IdealIdeal Saucy Walker 16" Doll Cry Baby Works 1950's Vintage Hard PlasticOriginal Vintage Estate 24" Deanna Durbin Ideal Doll Company Composite Penny Playpal 32" Made By IdealIdeal Shirley Temple Doll Collectibles Toys Hobbies Dolls Penny Playpal Ideal Vintage Large Doll 32'' Rare Blond Hair Color Htf22" Marked Ideal Doll 1940 Composition Chubby Cheeks! Must C :)1930s Shirley Temple Wicker Baby Carriage Danbury Mint Kissy Doll With Hang Tag , Beautiful!! NibVtg 1950's Ideal Miss Revlon 18" Doll W/original Clothing With Hang Tag & RibbonVintage 10" Newborn Thumbelina Doll By Ideal 1967Patti Patty Playpal Redhead Hair G-35 Ideal DollVintage 18" Shirley Temple 1930's Molley'es Blue Velveteen Coat & Beret Hat SetIdeal Patti Playpal Doll Patty Play Pal Ideal G-35 Dark Brunette Very Pretty4 Beautiful Blonde 50s Ideal & Ac Dolls 2 P-91 1 P-90& 10" Toni Vogue WeddingownShirley Temple Original Ideal Bolero Dress & Hat For The St-12 - 1950-60'sShirley Temple Vintage Original Carriage Frame Wheels And Shirley Caps & DecalsVintage Ideal Trixy Flatsy Doll In Original Sealed BoxVintage Ideal Car Toddler Thumbelina Doll1930's Fabulous Shirley Temple Composition Doll 13" 2 Original Dresses, TrunkVintage 1960s Ideal 35" Green Eyed Blonde Patti Playpal Doll. Re-dressed G35Wow! Rare 1930s Shirley Temple Authentic Shoes In Original BoxIdeal Toni 1950's P-90 Burnette Real Nice All Original With Curlers1960 Ideal 29" Saucy Walker Doll All Original Look!Ideal Doll~toni~p 91 Head & Body~red Hair Wig~1950's~hard Plastic~vintage Toy15"1960's Patti Play Pal Doll 35 Inches Tall - Cute DollRare Black African American Talking Patty Play Pal Doll - Accessories - By IdealShirley Temple Prototype 1934 Doll Perfect Eyes, Composition, Wig, Shoes, Mint 10" Shirley Temple Doll Wee Wilie Winlie L {movie Classics Series} Danbury Mint1957 Ideal 12" Shirley Temple In Original Outfit Lot #4Vintage 1964 Ideal Tammy Pos'n Pete Or Pos'n Salty Doll In Salty Outfit Exc Rare10" Shirley Temple Doll Baby Take A Bow {movie Classics Series} Danbury MintIdeal Baby Kissy 1957 St-12 Shirley Temple Doll With Extensive WardrobeLot Of 8 Vgt. Barbie Dolls Clothing Case- Bubble Cut-skooter-allen-ideal Doll-Vintage 36" Blonde Patti Playpal Repro Gorgeous Lifelike Doll Original DressIdeals Saucey Walker Doll- 22" Flirty Eyes. Nice Hair Etc. ReducedVintage 1969 / 32 Inch Ideal Betty Big Girl Play Pal Doll Vintage Ideal P-93 Toni Doll Original DressIdeal Tammy Doll, Stand & Cheerleader Outfit Complete Near Mint Nr & Free Bonus!5 New - Crissy Velvet "cloud Movement" & Outfit Package - Ideal 1972 - MintVintage Shirley Temple Doll - 17"- Ideal - Open/shut Eyes, Original Outfit, PinIdeal Tammy #9939-0 Private Secretary - Htf Blouse, Over-blouse, Skirt, Shoes +Ideal Real Live Lucy Doll With Box Lid, Bottle & Spinach Spoon, 1966Vintage Ideal Vinyl Shirley Temple Doll Lot Of 2 W/teeth & Extra Dress 12"Shirley Temple Porcelain Doll Ideal Kissy 22 Inch Doll From The 1960's New In Box Vintage Flintstones-pebbles & Bam Bam Dolls, Boxes. 1962. 15-16Vintage Revlon 22" Doll By IdealToni P-93 Ideal Hard Plastic Doll 20" Tall Beautiful 1950's Playdoll MarkedVintage 7" Ideal Like Sutton Hanna Barbera Banana Splits Drooper Toy Figure DollVintage Ideal 12" Shirley Temple Doll In Pink Pants & Shirt W/ Gold Pin & BoxVery Pretty Curly Auburn Patti Playpal Doll Displayed Only.by Ideal 1959/62.Vintage Ideal Doll Black Crissy Rare Grow Hair Doll Htf & Clothes Lot 70's Mod