Shortly thereafter, German doll makers started experimenting with celluloid, a lighter-weight and less breakable material. Celluloid dolls were popular for a number of years, despite the fact that the material was flammable. Dolls in Europe, Japan, and America made of celluloid, such as the famous Kewpie doll, were eventually replaced by dolls made of plastic, or composition dolls, made of a mix of materials including glue and sawdust.

The early 20th century saw the launch of a number of famous doll-making companies, such as Ideal, which became known among other things for its best-selling Shirley Temple dolls. Another was Vogue, which produced the Ginny doll, and of course Mattel, which launched its blockbuster Barbie line in the late 1950s.

Though most antique dolls started out as toys, some dolls have been sought by collectors from the beginning. A good example is the Simpich Doll Company, which produced small numbers of limited edition Christmas and Americana-themed dolls for over 50 years.

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