Magnets are one of the mechanisms used in paper doll technology. There are several ways to attach clothing to a paper figure. The earliest method was applying sealing wax as temporary glue; followed by detachable heads that slotted into the outfits. The traditional tab quickly became the accepted technique, however, and remained so until stickers overwhelmed the genre. Although other mechanisms have also been used, such as magnets. The first scientist to make a magnet was a British doctor, William Gilbert. In 1600 he discovered not only that the Earth itself was a magnet, but also that magnets could be forged out of iron and that their magnetic properties could be lost when that iron was heated.
Centuries later, it must have been a bit of a eureka moment when businesses realised small, strong magnets could be used inside toys to attach parts or to make toys stick to other play objects. Paper dolls were an obvious vehicle for the technology. In fact, the concept was formulated in 1943 by an engineer in America for his daughters. He patented the idea of attaching a magnet to a figure and pieces of metal to the clothing, so that they would cling to the doll without the need for paper tabs. When failing to find a manufacturer he sold it to a Mrs Wright of Cleveland who took the idea to the Milton Bradley Company.
The story goes that the executive that she spoke to was not interested but Mrs Wright was not easily put off. She found her way to the office of the President of the company and convinced Mr Shea to offer her a contract. The first doll, “Magic Mary”, was produced in 1946 and more followed at regular intervals until the 1970s. Other producers, including international companies, used the technique too, particularly for boxed sets.
In theory, magnets are a good medium because if kept and used in optimum working conditions, they will keep its magnetism for years. Unfortunately constant play causes the magnets to fall off, rust and get lost so their popularity never soared.
In 1997 the US toy maker, Schylling, manufactured a line of paper dolls made from “Magicloth”, a flexible fabric that’s attracted to magnets. The sets were advertised as not needing to be cut or punched out, and that items “stayed on” without tabs or glue. The primary artist for the company was PDR’s editor’s mother, Judy M Johnson and they brought out dozens of sets based on classic characters such as the Muppets, Dolly Dingle, Betsy McCall, Curious George, Raggedy Ann, Gene Doll, Alice in Wonderland, etc. The playability of magnetised sets means they can be enjoyed anywhere, whether travelling or playing dress up on the fridge. This makes them a stable product for toy manufacturers, museum shops, magazine giveaways and internet sites that create personalised paper dolls, celebrities and suchlike.
Those interested in creating their own paper doll sets are helped by printable magnetic and adhesive backed sheets readily available at craft stores and online. I came across a statistic that claimed the best-selling fridge magnet is aimed at adults – Michelangelo’s 17’ statue of the biblical figure ‘David’ (of David and Goliath fame.) A handsome naked man with clothing items that can range from a Santa Claus suit to surfing clobber? Even though he is not a typical paper doll figure, the attraction is obvious! 5Magic Mary, the first magnetic paper doll, 1946 (please zoom in to see the details)