I'm often asked about the effects of 9/11 on the doll industry. I have a unique perspective because of the timing of the opening of my doll shop. I'll never forget my first week of business--my optimism on Monday, 9/10/01, and then the coping with the sad reality of 9/11 on only my second day of business. On 9/11, I didn't open for business on time--I figured that no one would notice. I remember coming in feeling far removed from the doll shop, devastated by the day's events, yet having to make hard decisions about the shop. We had planned a gala party for the shop opening for that Friday, with balloons, radio and other media. We canceled the party, since no one felt like celebrating that week.
I remember the first few weeks after 9/11. Customers were scarce, yet I had boxes and boxes of new dolls pouring in. I vacillated between being not understanding how customers could be so happy shopping in my store to being thrilled that I could offer those very same customers a doll-filled escape from the harsh world. Other retailers in my shopping center let me know that the downturn in business was caused by 9/11--it wasn't that people didn't like my new shop.
Overall, the doll industry was hit hard by 9/11. Of course, the doll industry was hit hard by other things as well, including the collapse of the collectible dolls market caused by eBay, The Wal-Martization of the United States, and the economic recession sparked by the collapse of the stock market in 2000. However, if you ask the owners and employees of doll businesses that suffered after 9/11, they will tell you that business ski-sloped straight downward after 9/11. The aftereffects of 9/11 contributed strongly to the downfall of may doll and doll-related businesses--the old Effanbee doll company (rescued and now run by Tonner Dolls), Gotz Dolls, Barton Creek Bears, KB Toys, FAO Schwarz and many others.
This was caused by many things. First, people felt economically insecure, and when they feel economically insecure, extras like dolls or collectibles are often the first thing cut from a budget. People also felt emotionally insecure. Now, you might think they would turn to the comfort of dolls and bears, but they didn't--they turned to family preserving hobbies like scrapbooking and genealogy in droves. Finally, for many people, "things" just didn't matter as much after 9/11.
Fast forward to 2004. Its three years later, and there is good news. The doll industry is bouncing back, as old collectors return and as a new generation of collectors find the hobby. Grown-ups are seeing the wisdom in buying better quality dolls for their children and not just cheap Toys-R-Us dolls or Wal-Mart knockoffs. Much of the renaissance is being led by baby dolls and fashion dolls. The realistic baby dolls put out by companies such as Lee Middleton, Adora and Ashton Drake have been embraced by collectors and children alike. They ARE an emotional antidote to the uncertainty in a world that is still crazy and terror-laden in 2004. And, fashion dolls are also on the upswing again. Perhaps the dolls won't ever recapture the mania that existed for them in their youth (1999, for instance) BUT new collectors are being drawn to the dolls as they see the possibilities for escapist fun and creative play. I have a much larger customer base for fashion dolls now than even one year ago, and I enjoy all the ways that my customers creatively play with their dolls--vignettes, repainting, redressing, sewing, etc.
I've even seen an uptick in interest in fine play dolls like the Only Hearts Club and the Magic Attic dolls, and porcelain collectibles such as the Marie Osmond dolls in the last 6 months. People are finding renewed interest in Madame Alexander dolls as they discover the high-quality of the dolls now being produced by that venerable company after a few "lost" years. My shop is even trying to expand local collector interest for new lines including Helen Kish and Annette Himstedt. Antique and vintage dolls remain strong, even if prices for more common dolls are lower than in years past due to the eBay effect.
So, as I sit here contemplating the anniversary of both 9/11 and the anniversary of the opening of my doll shop, I feel great optimism. The doll industry, including my shop, has come a long way from 9/11--we've visited deep valleys, but there are definitely beautiful high peaks ahead.
