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.[2] The company is also known for selling the Rubik's Cube.

Ideal Toy Company
  • Ideal Novelty and Toy Company
  • Ideal Toy Company
  • View-Master Ideal
Company typePrivate (1908–82)
Subsidiary (1982–97)
FoundersMorris Michtom
Rose Michtom
Defunct1997; 27 years ago (1997)
FateMerged with Mattel in 1997, becoming a brand
Hollis, Queens (1908–82)
New Jersey (1982–97)
Key people
Abraham Katz, Lionel A. Weintraub, Joseph C. Winkler
  • CBS Toys (1982–84)
  • Viewmaster International (1984–89)
  • Tyco (1989–97)




Original Ideal logo, 1938

Morris and Rose Michtom founded the "Ideal Novelty and Toy Company" in Brooklyn when they invented the Teddy bear in 1903.[3][4][5] 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.[6] After Morris Michtom's death in 1938, the company changed its name to the "Ideal Toy Company",[7] 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.[8] 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.[citation needed]



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.[9]

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.[10]

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.[5]

In 1968, Ideal joined the New York Stock Exchange.[5]

In 1968, the American Character Doll Company filed for bankruptcy, and Ideal acquired the defunct company's dyes, patents, and trademarks,[11] as well as specific products like the "Tressy" Gro-Hair doll.



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.[8][5]

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.[3][12][13]

In 1979, a Hungarian inventor, Erno Rubik, pitched his "Magic Cube" to Ideal Toy Company, who renamed it the "Rubik's cube."[14][15][16] The toy was sold in stores beginning in 1980.[14]

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.)[9] 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.[17]

In May 1981, Joseph Winkler was named Ideal's president, succeeding Lionel Weintraub, who remained chairman and CEO.[9]

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.[3][18]

In 1984, CBS sold Ideal to Viewmaster International, which renamed itself "View-Master Ideal" in the process.[19]

In 1989, View-Master Ideal was bought by Tyco Toys of Mt. Laurel, New Jersey, for $43.9 million.[20] The Ideal line remained part of Tyco until Tyco's merger with Mattel, Inc., in 1997.[21][22][23][24]

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.[25]



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.[26]

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.[27]

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.[citation needed] In 2023, this license agreement was acquired from The Juna Group by CSN Press LLC, publishers of the weekly newspaper, Comic Shop News.[citation needed]

Products history




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.[28] 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.[2]

In 1914, Ideal had a boy doll launched named the Uneeda Kid, after a biscuit company.[29][28] 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]



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.[2] 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.[33]

Debuting in 1934, the Shirley Temple doll was their best-selling doll.[28] Ideal followed this with licensed Disney dolls and a Judy Garland doll.[4]

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.[4]



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.[8]

Doll designer Judith Albert worked for Ideal Toy Company from 1960 to 1982.[1] Master sculptor Vincent J. DeFilippo spent 27 years creating dolls for Ideal from 1963 to 1980[verification needed]. 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.[34]



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.[35][36] The Rubik's Cube was inducted into the National Toy Hall of Fame in 2014.[37][38]

Product lines


Toys and games


Board games




DeFilippo Dolls


Other Ideal dolls

  • Bibsy — 23" baby doll (1960s and 1970s)
  • Bye Bye Baby (1960s)
  • Captain Action (1966–1968)
  • Cream Puff Baby (1950s)
  • Crissy — fashion doll with growing hair feature
  • Crown Princess— 10" vinyl glamour doll
  • Deanna Durbin
  • Dick Tracy — 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 in picture frame packaging
  • Flexy — composition head and hands, wooden body and feet, and posable tubular wire mesh arms and legs
  • Flossie Flirt — composition (1920s and 1930s)
  • Hugee Girl baby dolls (1950s)
  • Harmony
  • I Love Lucy 28 inch Rag Doll (1950s) - a rare promotional give-away in partnership with Philip Morris Company, NY
  • Jane Withers
  • Jelly Belly
  • Judy Garland — part of publicity for original theatrical release of The Wizard of Oz (1939/1940)
  • 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
  • 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
  • Saucy Walker
  • Shirley Temple
  • Snookie dolls (Pete & Repete)
  • Snuggles dolls
  • Tammy
  • The Wonderful Wizard of Oz (1986)
  • Thirsty Baby doll (1960s)
  • Thumbelina
  • 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.


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