Lovely New Toni Dolls
The TONI DOLL has nylon washable hair that can be washed, curled and combed. She is 14″ high and comes complete with a set of 12 plastic curlers, 72 end tissues, creme shampoo, and a bottle of Toni Play Wave solution.
Along with the ads for tricycles, coloring books, Lionel train sets, and a junior tea set that filled a whole page newspaper advertisement, there was Toni. It was 1949 and she had one small corner of that page filled with toys.
Dressed in a ruffled dress and shoes and socks, she poses as though ready to take a step. The price was $9.98.
Another advertisement appeared about that same time. It features more prominently the Toni products to use in styling the doll’s hair. This ad says, “It’s fun to shampoo and curl the New Toni doll’s magic nylon hair.” It even shows three alternate hairstyles to inspire the recipient.
The 14-inch doll is $9.98 and in addition, there’s the 16-inch doll for $11.98. This seller gives the option to have the doll ordered through the mail.
I’m not sure what advertising whiz thought moms and little girls would be impressed by how much nylon it took to make Toni’s wig. More intriguing, I’m sure, is the description of the Play-Wave kit and her clothing.
There’s enough Nylon in Toni’s wig to make 7 pairs of 15 Denier Nylon stockings. Toni has her very own little “Play-Wave” kit with curlers, papers, shampoo and harmless solution. She’s a dimple-cheeked beauty with her bolero sun-dress designed exclusively for her, lace-edged panties, slip, white shoes and socks. Toni is made of sturdy plastic with movable arms and legs.
I found several dolls on eBay dressed in this bolero dress so you can see the colors of it. This one is offered by eBay seller, viviandoll.