Aug 052015

Scan from the 1957 Sears Christmas Book. Courtesy of WishbookWeb.

In their mail order catalogs, Sears sold many brand name dolls under their own “Happi-Time” label, including Ideal’s Revlon dolls in 1957. These dolls have a small Ideal tag sewn inside the dress (instead of the usual banner tag on the dress front), but otherwise are identical to regular Revlons. The Happi-Time dolls could be sold at a lower price point because they didn’t have to pay the licensing fee for the Revlon name. I have not seen one in the original box but they were likely just sent in a plain cardboard shipper. Both regular Revlons and Revlon Walkers were sold under the Happi-Time name.

Copyright 2015 by Zendelle Bouchard.

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