Marketing

The first kind of marketing/advertisement of dolls was published in newspapers. Back then, newspapers were the medium to commercialize and present the newest dolls. In the late 1800s, ( 1880 -1900s)  newspapers would specifically advertise white dolls for girls. The advertisements were illustrations, which developed from small illustrations to huge advertisements who would take over two pages ( Mumma & Baxter, 2018).

In the US in the 1870s the large-scale doll manufacturing started and therefore dolls needed to be sold and marketed. The scale/number of advertisements increased to 81% in newspapers ( Mumma & Baxter, 2018).

In most of the advertisements, the gender stereotypical role was promoted, Little girls would take over the role of a mother by taking care of a baby. The companies would promote different gadgets and tools ( stroller etc.) for the baby doll to prepare the little girls for the role as a mother ( Girl Museum, 2024).In the 1950s doll companies would advertise their toys on big posters and would sell different versions of dolls. Dolls had special features like a doll who would be able to cry ( Girl Museum, 2024). 

   

An advertisement from the 1950s American Character Doll Company( Girl Museum, 2024)

With the invention of new technological devices and easier access to media for the public, the way of advertisement and marketing changed. Not only illustrations or photos were now used to advertise the toys, but also TV commercials became more and more popular. 

Today, the advertisements / marketing for dolls have become increasingly creative. In 2017, Buzzfeed ( a digital media company ) presented a video on YouTube in collaboration with the  company zapf creation, who created the BABY born doll. The video shows how girls teach their parents how to take care of a doll. Therefore, combining the content of a digital media company and a toy company for children in a playful video is a smart way of marketing. As it not only attract different target groups but also focus on gender stereotypical tasks.

In conclusion, it is important to say that, marketing of dolls plays shapes the view of gender, race, class and the way little children perceive the world.  

 

Baby Born in collaboration with Buzzfeed. Source: BABY Born on YouTube, 2017