Ideal Toy Company

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Original Ideal logo, 1938
Updated logo, 1982

Ideal Toy Company was founded as Ideal Novelty and Toy Company in New York in 1907 by Morris and Rose Michtom after they had invented the Teddy bear in 1902.


Corporate history[edit]

The company changed its name from "Ideal Novelty and Toy Company" to Ideal Toy Company in 1938. In 1982, the company was sold to CBS Toy Company, which in turn sold Ideal to Viewmaster International in 1987, which renamed itself View-Master Ideal in the process. View-Master Ideal was later bought by Tyco Toys, Inc. of Mt. Laurel, New Jersey. The Ideal line remained part of Tyco until Tyco’s merger with Mattel, Inc., in 1997. The UK assets were sold to Hasbro which has released Mouse Trap and KerPlunk under its MB Games brand.

Certain brands and toys that originated with Ideal continued to be manufactured by others, including Rubik's Cube by Hasbro and Magic 8-ball by Mattel.

Products history[edit]

Ideal began making dolls in 1907. Their first doll was “Yellow Kid” from the “The Yellow Kid” comic strip by Richard Felton Outcault. After that they began making a line of baby and character dolls such as Naughty Marietta from the Victor Herbert operetta and Admiral Dot. Ideal advertised their dolls as unbreakable since they were made of composition, a material made of sawdust and glue. Ideal produced over 200 variations of dolls throughout the composition era.[1]

During the Baby Boom era, Ideal became the largest doll making company in the United States and began selling dolls under license in Canada, Australia, the United Kingdom and Brazil. Their most popular dolls included Betsy Wetsy, Toni, Saucy Walker, Shirley Temple, Miss Revlon, Patti Playpal, Tammy, Thumbelina, Tiny Thumbelina and Crissy.[1]

Novelties and toys manufactured by Ideal[edit]

Toys and Games[edit]

Board games[edit]


DeFilippo Dolls[edit]

Master sculptor Vincent J. DeFilippo spent 27 years creating dolls for the Ideal Toy Corporation from 1963 - 1980. Some of his creations included:

Other Ideal dolls[edit]

  • Bibsy 23" daby doll 1960s and 1970s
  • Bye Bye Baby doll 1960s
  • Cream Puff Baby doll 1950s
  • Crissy fashion doll with growing hair feature
  • Crown Princess - 10" vinyl glamour doll
  • Deanna Durbin dolls
  • Dick Tracy dolls including Bonnie Braids and Sparkle Plenty
  • Flatsy dolls - flat vinyl dolls in two sizes - tall "model" dolls and smaller childlike dolls; many had blue, pink and other bright hair colors; came is picture frame packaging.
  • Flexy dolls - composition head and hands, wooden body and feet, and posable tubular wire mesh arms and legs
  • Flossie Flirt - composition doll of the 1920s and 1930s
  • Hugee Girl baby dolls 1950s
  • Harmony doll
  • Jane Withers dolls
  • Jelly Belly dolls
  • Judy Garland dolls 1939/1940 (part of publicity for original theatrical release of The Wizard of Oz)
  • Kissy doll
  • Little Lost Baby - Three Faces (Happy,Sad,Sleeping), also with sounds ;"I'm Little Lost Baby. You can make me happy!" - 1968
  • Little Miss Revlon - 10" vinyl glamour doll, advertising tie-in with Revlon cosmetics
  • Lolly doll
  • Magic Lips doll
  • Mama doll
  • Petite Princess Fantasy dollhouse furniture
  • Playpal dolls: Patti, Penny, Suzi, Bonnie, Johnny, Peter, Daddy's Girl
  • Playtex Dryper Baby
  • Princess Patti Fantasy dollhouse furniture
  • Sara Ann doll
  • Saucy Walker doll
  • Shirley Temple dolls
  • Snookie dolls (Pete & Repete)
  • Tammy doll
  • The Wonderful Wizard of Oz dolls 1986
  • Thirsty Baby doll 1960s
  • Thumbelina doll
  • Toni - hard plastic doll, advertising tie-in with Toni home permanent
  • Tressy - one of the Gro-Hair dolls
  • Uneeda Kid - early composition doll, advertising tie-in with Uneeda Biscuit Co.