Doll News Winter 2020 - 18

Ideal 1939 Judy and Scarecrow photo
Ideal Doll Hang tag

The Game of the Wizard of Oz by Whitman Publishing, 1939

The board for the Wizard of Oz game
18

WINTER 2020

At the same time, a surprise
to the motion picture industry
occurred- Snow White and the
Seven Dwarfs. Labeled "Disney's
Folly" - it was not, - it was a huge
hit! Hollywood saw the benefit of
storied fantasy films and MGM, at
Freed's urging quickly bought rights
to L. Frank Baum's 1899 children's
classic, The Wonderful Wizard of Oz.
It is true that when estimated
to cost some 3 million dollars,
MGM execs did feel that they
needed to look for an established
box office draw- and MGM vocal
coach Roger Edens did interview
Shirley Temple- but the property
rights were bought for and the
various draft screenplays crafted
for the talents of Judy Garland.
On Feb. 24, 1938, an entire year
before the film would be finished,
the entertainment trade papers
announced Judy Garland would
play Dorothy in The Wizard of Oz.
The production was long and
hectic. It remained in filming and
post production into the summer of
1939 and was officially premiered
in August. Generations have been
brought up on it. Many books and
documentaries have been made.
Artifacts, props, and costumes from
the film appear at auction to this
day, including new finds of items
stashed away for some 80 years.
They demand huge prices. In the
initial release, the film just made
back its' cost but being MGM's
prestige piece a lavish promotional
budget was granted to advertise
the film. This included MGM's first
major venture into merchandise
marketing. So successful were the
lines promoting Shirley Temple
and the works from Walt Disney,
that toy, game, book and clothing
manufacturers approached MGM to
create merchandise to promote the
film. As the dark years of the Great
Depression lifted and the clouds of



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