Ideal Toy Company was an American toy company founded by Morris and Rose Michtom. 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, Toni, Saucy Walker, Shirley Temple, Miss Revlon, Patti Playpal, Tammy, Thumbelina, Tiny Thumbelina, and Crissy. Their last big hit was the Rubik’s Cube.

The Michtoms founded the Ideal Novelty and Toy Company in Hollis, Queens, in 1907 after they had invented the Teddy bear in 1902.

After Michtom’s death in 1938, the company changed its name to the Ideal Toy Company.

During World War II, the company’s value rose from $2 million to $11 million.

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.

Key Ideal employees during the 1950s, ’60s, and ’70s were Lionel A. Weintraub and Joseph C. Winkler. Weintraub, the son-in-law of Michtom’s nephew, 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.

In 1968, Ideal’s competitor the American Character Doll Company filed for bankruptcy, and Ideal acquired the defunct company’s dyes, patents, and trademarks.

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.

Ideal wanted to build a large manufacturing plant in College Point, Queens (later the site of Shea Stadium), but was unable to strike a deal with the Lindsay administration. Consequently, in 1972 the company moved its manufacturing division from New York City to New Jersey.

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 c. $150 million.)[5] Trying to maximize profits on the Rubik’s Cube craze, in May 1981 Ideal filed civil suits against dozens of distributors and retailers selling knockoff cubes.

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

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 c. $58 million.

In 1987, CBS sold Ideal to Viewmaster International, which renamed itself View-Master Ideal in the process.

In 1989, View-Master Ideal was bought by Tyco Toys of Mt. Laurel, New Jersey for $43.9 million. The Ideal line remained part of Tyco until Tyco’s merger with Mattel, Inc., in 1997.

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.

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. Ideal advertised their dolls as “unbreakable,” since they were made of composition, a material made of sawdust and glue. Ideal produced over 200 variations of dolls throughout the composition era.

One of Ideal’s most lasting products was Betsy Wetsy, introduced in 1934 and in production for more than 50 years. Ideal, via the Betsy Wetsy doll, was also one of the first doll manufacturers to produce an African American version of a popular doll. 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.

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.

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

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.