Writing about the martial emphasis of the boys’ dolls and their equipment last year I commented that only a large toy firm could swing the emphasis away from modern destruction through a different kind of wardrobe. I did not expect a reaction. But Palitoy, no less, the makers of Action Man were thinking on the same lines though perhaps for a different reason. Their designers produced several historical uniforms, spectacular items such as a knight in armour and a crusader, also some sportsmen’s outfits – both themes which had been suggested to me by mothers. The prototypes were tried out on a large panel of schoolboys. The young consumers showed no interest in the past. They voted only for the modern sports clothes. So at least these will be available in the shops for parents who give in to the purchase of boys’ dolls with the proviso “no military equipment.”
Prejudice against the boys’ doll has been overcome with dolls shaped like young men – Thunderbirds, Action Man, Tommy Gun, and Captain Scarlet. Have they opened the way for a doll that looks like a boy? Sasha, the doll, that was originally made in ones and twos by Sasha Morgenthaler, and is now factory-made by Frido Ltd., Reddish, Stockport, Cheshire, has a brother “Gregor.” He is an appealing schoolboy with an end of term hairstyle. He costs 85s 6d, dressed in polo-neck sweater and jeans.
These are all only masculine from the chest up. But the “all there” male doll is now available to parents who feel that dolls should be anatomically complete. Paul and Marjorie Abbatt, 94 Wimpole Street, London W1, import Little Brother a baby doll, £6 19s 6d, plus post and packing 10s 6d.
Mrs Judy Browning, who wrote to the Guardian on the need for complete dolls last year found that surprisingly few people reacted either for or against. Her enquiries among local retailers produced reaction varying between refusal to stock the unconventional to interest if a reasonably priced doll was available. My enquiries among suburban toy retailers produced the reaction: “We would get one if asked but there seems no particular interest.” Opinion about what the Pre-School Playgroups Association’s magazine Contact calls the “little eunuchs” could be influenced through the playgroups.
There could be a more definite reaction to the American Barbie doll now generally available in this country for the first time and made by Rosebud-Mattel, Wellingborough, Northants. There was a loud protest from mothers a few years ago when over-developed teenage dolls appeared in the shops. This faded with the advent of dolls like Sindy, recognisably about 15 years old and acceptable to mothers. But this acceptance may be only conditional. Protest flared again not long ago when a retailer on the South Coast put Sindy and her boyfriend Paul in to bed together in the window.
Barbie is an elegant fashion model of around 18 or 19 years old. Her bust is firmly developed, her waist narrow, and the rather long legs with arched feet pose in provocative positions. Men and boys find her riveting. She makes even the “new” Sindy with re-styled hair and a twistable body look like a schoolgirl. Suggested retail prices for Barbie are “standard” 26s 11d. with bendable legs 31s, with bendable legs and twistable body 34s 8d, and talking (English accent) 51s 9d.
