Doll News Winter 2021 - 104

1950s AND EARLY 1960s

S
L
L
O
D
T
E
SUPERMARK
BY DE LUX E

By Judith Izen

D

Sweet Rosemary™, from 1957, is all vinyl and stands 28-inches
tall with a fully jointed adult body and rooted hair, blue sleep
eyes with lashes, high heel feet and pierced ears with pearl
stud earrings. She wears her original pink lace and net gown.
She also came in a Black version. Marks: 251//AE (on head);
17 (on back). Courtesy Darna Michie.
104

WINTER 2021

o you remember shopping at the
supermarket in the 1950s and early 1960s and
seeing dolls and toys above the refrigerated
and freezer cases? Those dolls were usually very
large and had appealing costumes and packaging.
For the rest of the shopping trip you probably
reminded your parent of how much you wanted
that doll. Your mom or dad had to withstand your
insistent pleas for the wonderful doll and luckily,
many parents succumbed to these pleas since the
dolls were very reasonably priced compared to dolls
available at department or toy stores.
This innovation of selling dolls in the
supermarket led to the success of De Luxe (also
known as De Luxe Premium Corp., De Luxe Toy
Corp., De Luxe Company, De Luxe Reading Corp.
De Luxe Reading/Topper™ Toy) from Newark, New
Jersey.
The dolls were sold under various names
including Betty the Beautiful Bride, Sweet Rosemary,
or Cinderella and were the first dolls marketed
exclusively in grocery stores and supermarkets.
Their price point was not only significantly cheaper
for the consumer, it was also a win for the retailer
who was able to return any unsold merchandise to
De Luxe. This unique and innovative arrangement
was introduced by Mr. Henry Orenstein, founder
and principal inventor of De Luxe. Mr. Orenstein
guaranteed sales by taking back all unsold stock
each year and paying full rebates to the stores.

Good and Better

De Luxe's toys and dolls sold in the $6 to $12
range and were available only in the fall pre-



Doll News Winter 2021

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