Ideal Toy Company Explained

Ideal Toy Company
Former Names:
  • Ideal Novelty and Toy Company
    (1903–38)
  • Ideal Toy Company
    (1938–84)
  • View-Master Ideal
    (1984–97)
Type:Private (1908–82)
Subsidiary (1982–97)
Fate:Merged with Mattel in 1997, becoming a brand
Industry:Entertainment
Foundation:1908
Founders:Morris Michtom
Rose Michtom
Key People:Abraham Katz, Lionel A. Weintraub, Joseph C. Winkler
Location City:Hollis, Queens (1908–82)
New Jersey (1982–97)
Location Country:US
Products:
Parent:
  • CBS Toys (1982–84)
  • Viewmaster International (1984–89)
  • Tyco (1989–97)
Brands:

Ideal Toy Company was an American toy company founded by Morris Michtom and his wife, Rose. 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,[1] Toni, Saucy Walker, Shirley Temple, Miss Revlon, Patti Playpal, Tammy, Thumbelina, Tiny Thumbelina, and Crissy. The company is also known for selling the Rubik's Cube.

History

1903-1945

Morris and Rose Michtom founded the "Ideal Novelty and Toy Company" in Brooklyn when they invented the Teddy bear in 1903.[2] [3] Rose had made the original "Teddy's Bear" for their children. Morris and Rose sent a bear to President "Teddy" Roosevelt, as well as asking permission to use his name for the bear. Roosevelt "adopted" the bear and had it present in his campaign and on display at White House functions.[4] After Morris Michtom's death in 1938, the company changed its name to the "Ideal Toy Company",[5] and Michtom's nephew Abraham Katz became chief executive.

During World War II, the company's value rose from $2 million all the way 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.

1946-1968

Key Ideal employees during the 1950s, '60s, and '70s were Lionel A. Weintraub and Joseph C. Winkler. Weintraub, the son-in-law of Abraham Katz, joined the company in 1941 and rose to become president, chairman of the board, and chief executive officer. Winkler joined Ideal in 1956, rising to vice president by 1971.[6]

In 1951, Ideal partnered with its competitors the American Character Doll Company and the Alexander Doll Company to establish the United States-Israeli Toy and Plastic Corporation. The company was created to produce material for toys in Israel; the U.S. Ideal CEO Abraham Katz was named president of the new company.[7]

In 1953, Ideal won the licensing rights to produce the U.S. Forest Service's Smokey Bear. They kept their licensing until 1968 when the U.S. Forest Service switched to Knickerbocker.

In 1968, Ideal joined the New York Stock Exchange.

In 1968, the American Character Doll Company filed for bankruptcy, and Ideal acquired the defunct company's dyes, patents, and trademarks,[8] as well as specific products like the "Tressy" Gro-Hair doll.

1970-1990

In late 1971, Ideal joined the New York Stock Exchange; valued at $71 million, it was one of the U.S.'s top three toy companies.[9]

By 1970, Ideal had outgrown its manufacturing complex in Hollis, Queens. The company wanted to build a new plant in College Point, Queens, but was unable to strike a deal with the Lindsay administration. Consequently, the company opened a new facility in Newark, New Jersey, in the early 1970s, while continuing to operate its factory in Hollis.[10] [11] [12]

In 1979, a Hungarian inventor, Erno Rubik, pitched his "Magic Cube" to Ideal Toy Company, who renamed it the "Rubik's cube."[13] [14] [15] The toy was sold in stores beginning in 1980.

Ideal had earnings of $3.7 million in fiscal year 1979–1980, but lost $15.5 million in fiscal year 1980–1981. (Sales both years averaged around $150 million.) Trying to maximize profits on the Rubik's Cube craze, Ideal filed civil suits in May 1981 against dozens of distributors and retailers selling knockoff cubes.[16]

In May 1981, Joseph Winkler was named Ideal's president, succeeding Lionel Weintraub, who remained chairman and CEO.

In 1982, the company moved its headquarters from Hollis, Queens, to Harmon Meadow, New Jersey. It was sold to CBS Toys later that year for around $58 million.[17]

In 1984, CBS sold Ideal to Viewmaster International, which renamed itself "View-Master Ideal" in the process.[18]

In 1989, View-Master Ideal was bought by Tyco Toys of Mt. Laurel, New Jersey, for $43.9 million.[19] The Ideal line remained part of Tyco until Tyco's merger with Mattel, Inc., in 1997.[20] [21] [22] [23]

Ideal's United Kingdom assets were sold to Hasbro, which has since released Mouse Trap and KerPlunk under its MB Games brand. Other toys that originated with Ideal continue to be marketed and sold by other companies, including Rubik's Cube by Hasbro and Magic 8 Ball by Mattel.[24]

1991-present

The Ideal trademarks, and most toy molds not purchased by Hasbro or Mattel, were purchased by Jay Horowitz of American Plastic Equipment, who later transferred all rights to American Plastic Equipment's subsidiary, American Classic Toys. Mr. Horowitz licensed the trademark and toy rights to Plaza Toys, to be used on its Fiddlestix building sticks products, and eventually sold the mark and toy rights in January 2011 to Poof-Slinky.[25]

In January 2014, the Ideal brand and toy rights became part of a new company, Alex Brands, after the May 2013 acquisition of Alex Toys by Propel Equity Partners.[26]

In early 2019, Jay Horowitz of American Classic Toys entered into an exclusive license agreement with the Juna Group to represent worldwide select Ideal brands (not included in the sale to Poof-Slinky) in all categories outside of toys and playthings. In 2023, this license agreement was acquired from The Juna Group by CSN Press LLC, publishers of the weekly newspaper, Comic Shop News.

Products history

1903-1915

Ideal began making dolls in 1907 to complement its line of teddy bears. Their first doll was “Yellow Kid” from Richard Felton Outcault's comic strip of the same name. After that Ideal began making a line of baby and character dolls such as Naughty Marietta (from the Victor Herbert operetta), and Admiral Dot.[27] Ideal advertised their dolls as "unbreakable," since they were made of composition, a material made of sawdust and glue, rather than ceramics. Ideal produced over 200 variations of dolls throughout the composition era.[28]

In 1914, Ideal had a boy doll launched named the Uneeda Kid, after a biscuit company.[29] It was patented on December 8, 1914.[30] The 15-inch boy doll wore a blue and white bloomer suit and held a box of Uneeda Biscuits under his arm.[31]

1916-1950s

One of Ideal's most lasting products was Betsy Wetsy, introduced in 1934 and in production for more than 50 years. The doll was named after the daughter of Abraham Katz, the head of the company. Ideal, via the Betsy Wetsy doll, was also one of the first doll manufacturers to produce an African American version of a popular doll.[32] In 2003, the Toy Industry Association named Betsy Wetsy to its Century of Toys List, a compilation commemorating the 100 most memorable and most creative toys of the 20th century.

Debuting in 1934, the Shirley Temple doll was their best-selling doll. Ideal followed this with licensed Disney dolls and a Judy Garland doll.[2]

Two cosmetics-based doll series were launched after World War II: Toni was introduced at the end of the 1940s, followed by the 1950s-dominating Miss Revlon series.[2]

1960-1990s

Ideal had a hobby division in the 1950s, but shifted from that to games in 1962. By the early 1970s, 30% of the company's sales were games such as Mouse Trap and Hands Down.

Doll designer Judith Albert worked for Ideal Toy Company from 1960 to 1982. Master sculptor Vincent J. DeFilippo spent 27 years creating dolls for Ideal from 1963 to 1980. Some of the company's most popular dolls during this period were Tammy (1962–1966), Flatsy dolls (1969–1973), Crissy (1969–1974), and Tressy (1970–1972).

Popular Ideal toys in the 1970s included a full line of Evel Knievel toys, Snoopy toys, and the Tuesday Taylor and Wake-up Thumbelina dolls.

1990s-present

For a short time, the company had a huge seller with the Magic Cube, which it imported from Hungary in 1980 and renamed Rubik's Cube.[33] [34] The Rubik's Cube was inducted into the National Toy Hall of Fame in 2014.[35] [36]

Product lines

Toys and games

Board games

Dolls

DeFilippo Dolls

Other Ideal dolls

Notes and References

  1. Hays, Constance L. "Judith Albert, 59, Toy Designer Whose Doll Led to Buyer Frenzy," New York Times (Aug. 1, 1998).
  2. Web site: Ideal Toy Company Dolls. Collectors Weekly. Market Street Media LLC. January 22, 2016.
  3. Web site: Ideal: Teddy's Bears . 2023-03-23 . Let's Talk Teddy Bears . en-US.
  4. Web site: 2021-01-22 . Ideal Toy Company, a Brief History: Vintage Toys and the American Dream Collectors Quests . 2023-03-24 . en-US.
  5. Web site: Ideal Toy Company Toys. Collectors Weekly. Market Street Media LLC. November 4, 2016.
  6. Sloane, Leonard. "Business People: Ideal Toy Gets A New President," New York Times (May 27, 1981).
  7. http://timesmachine.nytimes.com/timesmachine/1951/11/08/81777289.html?pageNumber=49 "PLANT IN TEL AVIV TO MAKE PLASTICS: New $1,000,000 Concern Plans Range of Products From Toys to Building Items To Make Plastic Parts,"
  8. https://www.dollreference.com/american_character_dolls.html "American Character Dolls 1919-1968,"
  9. Sloan, Leonard. "Ideal Toy's Weintraub Tries to Create Fun Potential," New York Times (Oct. 24, 1971).
  10. https://www.nytimes.com/1982/05/14/nyregion/ideal-toy-corp-moving-queens-offices-to-jersey.html?module=Search&mabReward=relbias%3Ar%2C%7B%221%22%3A%22RI%3A5%22%7D "Ideal Toy Corp. Moving Queens Offices to Jersey,"
  11. News: Lissner. Will. 38-Acre Newark Meadow Site Sold for $8-Million Toy Plant. 2 June 2016. The New York Times. August 13, 1970.
  12. News: Sterne. Michael. Toy Makers Battling Toward a Record Year. 2 June 2016. The New York Times. November 17, 1976.
  13. Web site: Rubik's Cube . 2023-01-29 . The Strong National Museum of Play . en-US.
  14. Web site: Sparrow . Norbert . 2023-01-27 . What's Red, White, and Blue, and Green All Over? . 2023-01-29 . plasticstoday.com . en.
  15. Book: Lees-Maffei, Grace . Iconic Designs: 50 Stories about 50 Things . 2020-01-23 . Bloomsbury Publishing . 978-1-4742-4170-0 . en.
  16. Roman, Mark. "Other Business; Rubik's Cube: Ideal Toy Takes on the Knock-Offs," New York Times (Oct. 4, 1981).
  17. News: Brown . Merrill . 23 April 1982 . CBS Confirms Purchase Of Ideal For $58 Million . .
  18. Web site: Hague . Mark . Ideal . 2023-03-16 . TMANSTOYS, LLC . en-US.
  19. Reuters. "COMPANY NEWS; Tyco to Acquire View-Master Ideal," New York Times (May 24, 1989).
  20. News: 1997-03-21 . F.T.C. APPROVES MATTEL'S PURCHASE OF TYCO TOYS . en-US . The New York Times . 2023-02-13 . 0362-4331.
  21. Web site: White . George . 1996-11-19 . Mattel to Buy Tyco Toys for $755 Million . 2023-02-13 . Los Angeles Times . en-US.
  22. Web site: MATTEL PAYING $755 MILLION TO ACQUIRE TYCO TOYS . 2023-02-13 . Buffalo News . 18 November 1996 . en.
  23. News: 24 May 1989 . Company News; Tyco to Acquire View Master Ideal . en-US . The New York Times . 2023-03-16 .
  24. Web site: Ideal Toy Company - Guide to Value, Marks, History WorthPoint Dictionary . 2023-03-16 . www.worthpoint.com.
  25. News: Pollard. Garland. Fiddlestix: The Ideal Toys Brand Resurfaces. January 22, 2016. BrandlandUSA. Brand Conservancy LLC. January 21, 2011.
  26. Web site: Archived copy . 2017-09-22 . 2017-09-22 . https://web.archive.org/web/20170922145044/https://www.alexbrands.com/alex-toys-poof-slinky-and-zoob-come-together-under-new-collective-brand-identity/ . dead.
  27. Web site: Ideal Toy Company Dolls Collectors Weekly . 2023-03-21 . www.collectorsweekly.com.
  28. Izen, Judith. Collector's Guide to Ideal Dolls: Identification and Value Guide, 3rd Edition. Collector's Books, 2005
  29. Book: O'Brien, Karen . O'Brien's Collecting Toys: Identification & Value Guide . 2003-11-15 . Krause Publications . 978-0-87349-652-0 . en.
  30. Book: Heyerdahl, Virginia A. . 1983 . Best of Doll Reader Volume 2 . Hobby House Press, Incorporated. 9780875882475.
  31. Book: Riggs, Thomas . Encyclopedia of Major Marketing Campaigns . 2000 . Gale Group . 978-0-7876-3042-3 . en.
  32. Waggoner, Susan. Under the Tree: the Toys and Treats That Made Christmas Special, 1930-1970. Stewart, Tabori & Chang, 2007.
  33. Daintith, John (1994). A Biographical Encyclopedia of Scientists. Bristol: Institute of Physics Pub. p. 771. .
  34. https://www.nytimes.com/1982/10/30/business/rubik-s-cube-a-craze-ends.html?module=Search&mabReward=relbias%3Ar%2C%7B%221%22%3A%22RI%3A5%22%7D "Rubik's Cube: A Craze Ends,"
  35. Web site: Steinbuch . Yaron . 2014-11-06 . Rubik's Cube joins National Toy Hall of Fame . 2023-01-29 . New York Post . en-US.
  36. Web site: Chappell . Bill . 2014-11-06 . Rubik's Cube, Bubbles And Green Army Men Join Toy Hall Of Fame . NPR.
  37. Web site: Slinky. Just Play | Toys for Kids of All Ages.
  38. Web site: Coopee. Todd. Careful from Ideal 1967. ToyTales.ca. 21 March 2016.
  39. Web site: Coopee. Todd. Clancy the Great from Ideal (1963) . ToyTales.ca. 15 February 2021.
  40. Web site: Don't Upset Me at Across the Board Game Café for Retro Month .
  41. Web site: Ideal's Fort Cheyenne.
  42. Web site: Amazon.com: Ideal Toys Gaylord The Pup: Toys & Games. Amazon .
  43. Web site: Top Vintage Toy Favorites - 1950s 1960s 1970s. www.timewarptoys.com.
  44. Web site: It's a rival vintage Addams Family and Munsters hand-puppet showdown. July 7, 2017. DangerousMinds.
  45. Web site: Coopee. Todd. Hands Down From Ideal (1964). Toy Tales. 25 February 2019.
  46. Web site: Coopee. Todd. Maniac from Ideal (1979). ToyTales.ca. 6 February 2017.
  47. Web site: Coopee. Todd. The Missing Link Puzzle from Ideal (1981). ToyTales.ca. 5 January 2017.
  48. Web site: Coopee. Todd. Powermite Mini Tools. ToyTales.ca. 17 September 2018.
  49. Web site: Coopee. Todd. Solar Works from Ideal (1983). ToyTales.ca. 15 December 2016.
  50. Web site: Coopee. Todd. Tiger Island. ToyTales.ca. 20 March 2017.
  51. Web site: Coopee. Todd. Toss Across Game from Ideal (1969). ToyTales.ca. 6 March 2017.
  52. Web site: Coopee. Todd. Video Varmints from Ideal 1983. ToyTales.ca. 24 March 2016.
  53. Web site: Large 1970s Ideal Inflatable Walt Disney Toy Donald Duck Blow-Up Toy - In Original, Unopened Packaging - 01243.
  54. Web site: Coopee. Todd. Tip-It from Ideal (1965). ToyTales.ca. 23 May 2016.
  55. Hollie, Pamela G. Assault by Knieval Halts Boom in Ideal's Daredevil Toy Sales," New York Times (Dec. 9, 1977).

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