SEARS HAPPI-TIME DOLLS

Dainty Dorothy doll

Sears, Roebuck and Company is a catalog company that began in 1886. We'll leave Sears catalog history to other web sites and just stick to the dolls Sears offered over the years. 

It's unknown exactly when they began offering toys and dolls in their catalogs, but certainly as early as 1901 and perhaps even earlier. 

Sears used the trade name of "Happi Time" for their line of dolls and toys and is the name found on the boxes.  Since Sears is not a manufacturer, dolls or toys will bear the marking of the original maker or unmarked.

Unfortunately for us, many of the original Sears ads do not always state who the original doll maker is, some dolls were made exclusively for Sears and many of the dolls were also available though other sources. 

The T. Eaton Company in Canada sold many of the same dolls as Sears.

1910-1922 Sears Dainty Dorothy doll, 18 1/2-29" tall, bisque head, open mouth with teeth, sleep eyes, real eyelashes, wigged, bisque lower arms, kid riveted jointed body, papier mache legs, paper label on chest, first made by Kestner doll mold 7043, then by Simon & Halbig doll mold 1080 and Armand Marseille doll mold 370.  Shown top of page; Sears 1916 Dainty Dorothy doll, 20 1/2" by Armand Marseille, bisque head and lower limbs, doll mold 370.  Later dolls have bisque or celluloid heads with kid jointed bodies, as noted below. Also sold by T. Eaton & Company of Canada.

1916+ Sears Feather Light Kid Dolls, 14 1/2, 16 1/2, 18 1/2, 24 3/4" tall, identical to the above named doll with a celluloid head, forearms, hands and lower legs.  These dolls are much lighter weight than the dolls made with bisque.

1916 Sears Feather Light Kid Doll ad

1914+ Sears Daisy Dimple Doll or Sears Sunshine Doll, bisque or composition shoulder head, pin jointed kid body with cloth lower legs, bisque lower arms.  Paper label on chest:  Daisy Dimple or Sunshine Doll, Copyright 1910 by Sears Roebuck and Co, Germany.  Composition heads made by and marked Century Doll or bisque heads made by and marked Armand Marseille Ernst Heubach of Koppelsdorf or JD Kestner.

1914+ Century Sunshine Doll, 16", composition head

1914-1919 Sears Baby Ruth Character dolls, 8, 9, 10, 12-12 1/2, 14, 18 and 20" sizes, bisque head with mohair wig, sleep eyes, slight open mouth?, papier mache (composition)baby body jointed at the neck, shoulders and hips with bent baby limbs, came dressed in a lace and ribbon chemise.  Also sold by the T. Eaton Company of Canada.

1916 Sears Baby Ruth Character Dolls ad

1917-1923 and 1931 Sears Effanbee Mary Jane doll, 16, 18, 20 or 24" tall, all composition, ball jointed body, jointed at the neck, shoulders, elbows, wrists, knees and hips, moving sleep eyes some can be painted, real human hair wig,  came dressed in various lace and ribbon trimmed voile dresses.

From what we can tell, this was the only doll Effanbee sold that had this all composition ball jointed body.

1921 Sears F & B Mary Jane doll ad

1921 Sears Amberg Walking Dolls, 19 1/2, 22 1/2 & 28 1/2" tall, all composition jointed bodies (except the smallest size, which has stuffed cloth legs), sleep eyes, mohair wig.  Came wearing cotton voile dress with lace trim, matching bonnet, fitted underwear, socks and shoes.  Doll was manufactured by Louis Amberg & Son.  Dolls are unmarked or marked: L.A. & S. 1919

1921 Sears Amberg Walking Doll ad

1921 Sears Beautiful Long Curls doll, 14, 16, 18, 20 & 24" tall, (dolls description, thus she was not sold as a "named" doll), composition shoulder head and limbs, strong stuffed cloth body plump, jointed at the shoulder and hips.  Sleep eyes, closed mouth, good human hair wig with long curls, dressed in a fine quality voile dress with plaits and dainty lace trim, excellent underwear, stockings and shoes.  Doll manufacturer unknown.

1921 Sears Beautiful Long Curls doll ad

1921 Sears Charming Lucille doll, 24" tall, composition shoulder head, cloth stuffed body and legs, composition arms, sleep eyes, human hair wig with long curls, dressed in silk and cotton mull gown, matching stunning hat, good underwear, fine stockings and shoes. Manufacturer unknown.

1921 Sears Charming Lucille doll ad

1921 Sears Darling Babies doll, 14 3/4, 16 or 18 1/2" tall,  (dolls description, thus she was not sold as a "named" doll), composition heads, cloth stuffed body and limbs, sleep eyes, molded hair.  Came dressed in cotton lawn dress with lace and rosette trim, matching cap, slip, diaper & knitted bootees.  Doll maker unknown.

1921 Sears Darling Babies doll ad

1921 Sears Goldilocks doll, 13 1/2, 17, 20 & 22" tall, "The Fairy Tale Dolls", all composition doll, jointer body at shoulders, neck and hips, golden curled blonde mohair wig, sleep eyes, dressed in a white lawn dress and chemise, a bright yellow sateen pinafore with appliquéd three bears on front, yellow and white matching bonnet, white socks and black slippers.   Doll maker unknown.

1921 Sears Goldilocks doll ad

1921-1931 Ideal Flossie Flirt doll, Flossie Flirt Junior doll, 14-23" tall, 1928 Sears ad states: "Americas best known Ma-Ma doll", rolls her flirty eyes from side to side, winks and blinks her sleep eyes, marcelled parted mohair wig, composition head, smiling open mouth with teeth, soft rubber arms and hands, cloth body and legs stuffed with cotton.  After 1926 some Flossie dolls have eyelashes, hands are either rubber or composition, legs are composition. In 1929 Flossie's rubber arms are unpainted.

1926-1929 Ideal Vanity Flossie or Gay Flossie, 20" tall, same doll came with comb, mirror & other vanity accessories, available as a premium for Needlecraft magazine in 1927.

Photo courtesy of Flozdolz.

1928 Sears Ideal Flossie Flirt doll ad

1923 Sears Ideal Snoozie Smiles doll, 16 1/2" tall, "This is the doll that made Queen Mary smile", she had her picture taken (1924) holding the two faced doll.  Composition head and partial composition limbs, stuffed cloth body, crying face has painted eyes and tear, smiling face has sleep eyes, two voices a mama & a crier, wore a linen romper dress with nursery figures & matching hat, doll is unmarked, made by Ideal Doll & Toys.

1923 Ideal Snoozie Smiles doll 16 1/2"

1926 Ideal Ideal Suck a Thumb doll, 13-15" tall, composition head and legs, soft rubber arms, molded hair, open mouth to accept a pacifier, "She cries, sleeps and enjoys her pacifier", wore an white organdy dress.  Doll marked Ideal inside a diamond, U S OF A in outside corners.

1926-1930 Ideal Baby Smiles doll or Ideal Smiles doll, same as above doll, now with flirty eyes.  Also sold thru Borgfeldt.  In 1930+ this doll was renamed Tickletoes.

1926 Sears Ideal Suck-A-Thumb doll ad

1928-1940 Sears Ideal Cuddles doll or Ideal Sally-kins doll, 14-27" tall, composition head, arms, legs (some limbs are rubber), cloth kapok stuffed body, molded hair, tin flirty sleep eyes, with lashes, open mouth with upper & lower teeth, tongue, mama crier, wore an organdy dress, bonnet and rubber panties, (Little Sister has flannel diapers).  Made by Ideal.

1928-1940 Sears Ideal Cuddles doll ad

1929 Sears Tootsie doll, 14" tall, Patsy type look a like, all composition socket head with jointed body, some may have a body twist waist, molded painted hair, large painted brown eyes, doll is unmarked.  Note: This doll was also called Boots doll by Horsman, Jimmie doll or Dimmer doll by Averill, both dolls are unmarked and the Maxine Doll Co. named their doll Mitzi and is marked with her name, 

1929 Sears Tootsie doll, 14"

1931-1934 Sears Ideal Ticklette doll or Ideal Little Tickle Toes doll, 13" tall, little sister to the Tickletoes doll, composition head, soft rubber arms and legs, voice crier in each leg, separate squeaker in body, sleep eyes, wore an organdy dress with bonnet.  Made by Ideal.

1931 Sears Ideal Ticklette

doll ad

1932-1938 Sears Ideal Honeysuckle doll, 11 1/2 -16 1/2" tall, hard rubber head, soft rubber body, sleep flirt eyes, drink wet, squeaker voice in legs, can feel the dolls ribs, had an additional 10 piece layette available separately,  Made by Ideal.

Ad shown on left

1932-1938 Sears Ideal Honeysuckle doll ad

1934-1940 Sears Ideal Shirley Temple doll, 11, 13, 16, 17, 18, 20, 22, 25 & 27" tall, all composition jointed body, wigged with 56 ringlet curls in shades of blonde, hazel glass-like sleep eyes, real eyelashes, painted lower lashes, open smiling mouth with six teeth, came in outfits that were replicas from her movies designed by Mollye Goldman (1934-1936), all the dolls came with a Shirley photo and pin.  Made by Ideal.

1935 Sears Ideal Shirley Temple doll ad

1935 Sears Ideal Shirley Temple Baby Doll, 16, 18, 20-22, 25 & 27" tall, Sears Exclusive doll - composition shoulder plate head with composition or rubber arms and composition lower legs, cloth kapok stuffed body, hazel glass-like flirty sleep eyes, open mouth with tongue and teeth, those famous dimples on her cheeks, came wearing an organdy dress with matching bonnet.  Marked on head: Shirley Temple.  Made by Ideal.

1935 Sears Ideal Shirley Temple Baby doll ad 

1940 Sears Baby Sunshine Doll, 18-26" tall, she's as big as a real baby, cloth stuffed body, composition head, chubby arms and dimpled legs, molded painted hair, glass like sleep eyes, real eyelashes, slightly open rosebud mouth showing her red tongue and white teeth.  Baby Sunshine doll is a Good Quality Sears Exclusive doll, she came dressed in a genuine cotton Esmond blanket cloth coat stitched with baby blue yarn and bonnet with fluffy maribu trim, organdy dress with real lace trim, dainty slip, of course she wears rubber panties (all babies do), cotton socks and bootees, it is unknown how or if she is marked or who is the actual doll maker.  Sears, Roebuck, & Co. 1940 Christmas catalog, page 61

1940 Sears Baby Sunshine doll ad page 61

1940 Sears Miss Sunshine . . the Wardrobe Doll, 18" tall, lifelike sleeping eyes, real eyelashes, cloth body with composition inside jointed arms, legs and head, Mama cry voice, human hair wig.  Miss Sunshine wears a printed dress and ribbon tied bonnet, undies, rayon socks, and tie shoes, plus to go calling a coat and hat, rainy days a rubber hooded rain cape, a hostess gown and a three piece playsuit.  Doll alone is worth $2.00 - now $1.98.  Actual doll maker is unknown.  The 14" Miss Sunshine, lower right in ad, also came with a wardrobe.  Sears, Roebuck, & Co. 1940 Christmas catalog, page 60

1940 Sears Miss Sunshine . . the Wardrobe doll ad, page 60

1940 Sears Dorable Baby Doll, 17, 18, 20, 21, & 25" tall, composition tilting head, rolling flirty glass like eyes, real eyelashes, parted open mouth, Magic Touch skin with separate fingers and toes, dimpled arms and legs, cloth stuffed body, wears an organdy dress with ribbon rosettes, be ruffled bonnet, lacy slip, rubber panties, rayon socks, tied bootees.  it is unknown if or how the Dorable Baby doll is marked or the actual doll maker.  Sears 1940 Christmas catalog, page 66.

1940 Sears Dorable Baby doll ad, page 66

1940 Sears Baby Marie Doll, 14, 18, 20 or 25" tall, cloth stuffed body, composition head and limbs, molded painted hair, glass like sleep eyes (18" has flirty rolling sleep eyes), real eyelashes, open mouth with red tongue and white teeth, famous Poppa-Mamma voice, at last Daddy gets a break . . . this lovable baby cries for him, too.  The most talkative, the most talked about doll of the year.  Baby Sunshine doll is a Better Quality Sears Exclusive, she came dressed in an lace trimmed organdy dress and ruffled bonnet, rubber panties, rayon socks and bootees, it is unknown how or if the Baby Marie doll is marked or the actual doll maker.  Sears, Roebuck, & Co. 1940 Christmas catalog, page 63.  Note: The Baby Marie doll, probably uses the Papa-Mama duel voice invented by Alexander Kravits on 9 September 1937).

1940 Sears Baby Marie Doll ad page 63

1942 Sears Miss Marie Doll, 19, 21, 22" tall, all composition jointed body for the 21- 22" doll, cloth body with composition head for the 19" doll, human or mohair wig, sleep eyes - the 21" doll has flirty eyes - real upper eyelashes, open mouth with teeth.  This is possibly Horsman's Bright Star doll, which used several different head molds over the years.  Sears Miss Marie doll is unmarked, as is the Bright Star doll.  Sears, Roebuck, & Co. 1942 Christmas catalog, page 62

1942 Sears Miss Marie doll ad

1952 Sears Kit Ready to dress, miniature Dress Me dolls, 7 1/2" tall, two hard plastic dolls jointed at the shoulder and neck, glued on mohair wig, sleep eyes, painted molded shoes, came wearing a two piece bra and panties, also 16 outfits in two color booklets to design and sew native outfits for the dolls and two doll stands.

1952 Sears Miniature Dress Me dolls

1952 Sears Miniature dolls; Bridesmaid, Groom, Bride, 7 1/2" tall, hard plastic dolls jointed at the shoulder and neck, glued on mohair wig (except the groom),  sleep eyes, real eyelashes, painted molded shoes, came dressed in luxurious finery, girls have panties and crinoline half slips.  $1.79 each.  See next for other half or doll ad.

1952 Sears Miniature dolls; Bridesmaid, Groom, Bride, 7 1/2

1952 Sears Miniature dolls; Nun, Cowboy, Cowgirl, 7 1/2" tall, hard plastic dolls jointed at the shoulder and neck, glued on mohair wig (except the Nun, cowboy),  sleep eyes, real eyelashes, painted molded shoes, came dressed in luxurious finery, girls have panties and crinoline half slips.  $1.79 each.

1952 Sears Miniature dolls; Nun, Cowboy, Cowgirl, 7 1/2"

1952 Sears Modern Miniature dolls; Mary Hartline, 25th Century Space Cadets; Doctor Joan Dale and Tom Corbett, 7 1/2" tall, jointed at neck and shoulders hard plastic washable dolls, sleep eyes.  (Ideal) Mary Hartline is dressed in her red dress with panties, blond saran wig, painted boots.  (A & H Marcie dolls) Dr. Joan Dale has a mohair wig, dressed in a rayon taffeta space suit dress with spangled cuffs, fancy belts, removable leatherette boots.  Tom Corbett has painted molded hair.  Music stand sold separately.  Corbett & Dale are from the 1950-1955 Tom Corbett Space Cadet television show.

1952 Sears Mary Hartline doll,

Dr. Joan Dale doll,

Tom Corbett doll 7 1/2"

1956 Sears Eegee Cuddle-bun Doll, 18 or 22" tall, one piece cotton stuffed vinyl skin body, jointed at the neck only, molded hair with a ribbon, sleep eyes, coos, closed mouth. Dolls sold at Sears and would have come in a Happi Time marked box, doll marked Eegee.  

1956 Sears Eegee Cuddle-bun doll ad 

1957 Sears Sweet Sue Tea Time doll & Sweet Sue Romantic doll ad

1957 Sears Valentine Ballerina doll, 10 1/2" tall, Sears Exclusive shipped in a Happi Time marked box, hard plastic body with vinyl head and rooted hair, arms have a slight bend to simulate a dancers pose when raised, various styles and colors, sleep eyes, jointed at neck, shoulders, waist, hips and knees, high heel feet, usually dressed in a ballerina costume; tutu and rubber capezio like ballet slippers with ribbon ties, but also other outfits with high heel shoes were available, came with a toe stand with knob so she "danced", doll marked on neck 11VW.  Made by the Valentine Doll Company.

1957 Sears Valentine Ballerina doll 10 1/2"

1957 Sears Valentine Holiday Walking Ballerina doll, 18" tall, ballerina doll with wardrobe & trunk, consisted of the doll with vinyl head and arms, hard plastic jointed body with jointed knees and ankles, rooted hair usually in a ponytail or bun style, several different hair colors, high heel feet, came in a trunk with blue, white & silver tulle & nylon tutu, two dresses; a citrus green with an imprinted design in the fabric black velvet ribbon trim, a melon short sleeveless evening gown in taffeta with white trim, matching panties, (backs close with white metal donut snaps) high heel shoes, pink ballet slippers, flat black shoes, pink nylon hose, long white nylon gloves?  Made by the Valentine Doll Co.

Bottom photo is shown a version that came without the trunk or citrus green dress, also a Family of Four; Mother and three children dolls, dressed in their Sunday best, matching red outfits, which also came in blue.  Made by the Valentine Doll Co, and sold thru Sears.

1957 Sears Valentine Holiday Ballerina doll ad

 1957 Sears Valentine Mother doll & three children dolls ad

1957 Sears Valentine Walking Bride doll, 20" tall, all vinyl doll, head with rooted hair, jointed body with walking legs and high heel feet, sleep eyes, real eyelashes, closed mouth.  Dressed in her white taffeta and lace bride gown, slip, panties, veil, bouquet, hose and white high heel shoes.  This Walking Bride doll would have come in a Sears Happi Time marked box.

1957 Sears Valentine Walking Bride doll ad page 186

1957 Sears Ideal Saucy Walker doll, 16 or 22" tall, vinyl head with a hard plastic body, rooted saran hair, sleep eyes, closed mouth, came dressed in a coat with bonnet, cotton print dress, nylon white socks with two pairs of plastic shoes with straps.   Saucy walker dolls were made by Ideal is marked Ideal Dolls W16 or Ideal Dolls W22.

1957 Sears Ideal Saucy Walker doll ad

1959-1962 Sears Honey Mates doll, 36" tall, Patti Playpal type, vinyl head with rooted hair in various colors and hair styles, hard plastic jointed body and limbs, sleep eyes, closed mouth, came in various outfits, doll is marked: Horsman 1959.   Horsman who produced this doll called her Princess Peggy.

1959-1962 Sears Honey Mates doll 36" 

short curly hair style

1967 Sears Mini Martian dolls, 4 1/2" tall, all vinyl, rooted hair, painted facial features, closed smiling mouth, heart shaped cheek blush - six dolls in the series: Professor Pook (painted glasses, white books), Marti (Space Boy), Mini (silver cape), Bonnie (silver sarong, silver boots), Meri (white boots), Teenie (tent dress).  Dolls were are marked: J. Swedlin, Inc. 1967 Made in Japan.  Made exclusively for sale at Sears.

The Gund Manufacturing Company 1898-1925 was founded by Adolph Gund, he retired in 1925 at which time he sold the company to Jacob Swedlin, a family-run business & long time licensee of the Disney Company.

1967 Sears Mini Martian, Marti doll, 4 1/2"