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Children's television programs developed during the 1950s provided an ideal opportunity for advertising toys to children. Unlike magazines and radio, television commercials could give a dramatic image of the toy and the fun it offered, even to kids too small to read. Now, toy manufacturers no longer had to appeal to parents, but had a direct pipeline to an eager audience of children. Kids clamored for the toys they saw advertised in television commercials, as well as licensed toys relating to their favorite television characters and programs.
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Milton Bradley Co.
Springfield, MA
Date: 1950-1953
ID: 86.31.1
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Howdy Doody TV Game
Howdy Doody was one of the first and easily the most popular children's television show during the early 1950s. A large variety of Howdy Doody-related toys soon appeared to capitalize on the marionette's popularity.
Most children could only dream of being of being a member of the live audience during filming of the Howdy Doody show. This TV game capitalized on this fantasy, offering players the opportunity to move past of series of obstacles to gain a treasured place as a member of Howdy's "Peanut Gallery."
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Whitman Publishing Co.
Racine, WI
ID: 99.0.29.1
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"I Love Lucy" Paper Dolls
The I Love Lucy show, starring comedienne Lucille Ball and her husband, Desi Arnaz, was the most popular television program of the 1950s, appealing to both adults and children. This paper doll set was based on Lucy and Desi's television characters, Lucy and Ricky Ricardo.
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AADCO Liberty Manufacturing Corp.
Newark, NJ
Date: 1954
ID: 99.12.18
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Mickey Mouse Lunch Box
The debut of the Mickey Mouse Club in October 1955 cultivated legions of loyal fans for Walt Disney's personable animated mouse and the talented kids who performed on the show as the "Mouseketeers." The popularity of the show not only resulted in Mickey-related toys, but also other products used by children, like this lunchbox.
Before the Mickey Mouse Club, toy commercials were thought to be effective only during Christmas. The fledgling Mattel toy company took a risk and purchased a year's worth of advertising on the show. Their sales grew dramatically and other companies soon followed Mattel's lead.
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