Ideal Toy Company was an American toy company founded by Morris and Rose Michtom. During the post–World War II baby boom era, Ideal became the largest doll-making company in the United States. Their most popular dolls included Betsy Wetsy, Toni, Saucy Walker, Shirley Temple, Miss Revlon, Patti Playpal, Tammy, Thumbelina, Tiny Thumbelina, and Crissy. Their last big hit was the Rubik's Cube.
History
Corporate history
Morris and Rose Michtom founded the Ideal Novelty and Toy Company in Brooklyn when they invented the Teddy bear in 1903. After Michtom's death in 1938, the company changed its name to the Ideal Toy Company.
Understanding branding well, Ideal had a boy doll launched in 1914 named the Uneeda Kid, after a biscuit company. Debuting in 1934, the Shirley Temple doll was their best selling doll. Ideal follow up with licensed Disney dolls and a Judy Garland doll. During World War II, the company's value rose from $2 million to $11 million.
The company's dolls were so popular during the post–World War II baby boom era, they began selling dolls under license in Canada, Australia, the United Kingdom, and Brazil. Two cosmetic based doll series were launched after World War II, Toni introduced at the end of the 1940s followed by the 1950s dominating Miss Revlon series.