Rare Victorian Advertising Paper Dolls, McLaughlin Coffee & Hershey Chocolate, c. 1890 13-Piece Lithographed Child’s Play Set, Authentic Period Ephemera

This rare Victorian paper doll set dates to approximately 1890 and represents an early and highly desirable form of American advertising ephemera. The group consists of thirteen lithographed paper pieces, including child figures and detachable clothing, produced primarily for McLaughlin Coffee, with one figure issued as a promotional giveaway for Hershey Chocolate.

Paper dolls of this type were offered as premiums with grocery purchases or collected through token programs, making them both toys and advertising tools. While widely enjoyed at the time, few survive today in complete or near-complete sets, particularly in this condition.

The dolls are vividly printed in color on sturdy paper stock and were designed to stand upright. Several feature detachable garments and accessories, allowing the child to transform the figures through costume changes. One of the most engaging elements in this group is McLaughlin Coffee’s so-called “Progressive Doll” design, in which changing the clothing also alters the character’s head and identity, creating an entirely new persona for imaginative play.

The imagery is characteristic of late Victorian commercial illustration, with expressive faces, rich color palettes, and carefully rendered details. Together, the figures offer a vivid glimpse into childhood, consumer culture, and marketing strategies of the late nineteenth century.

This set comes from a long-held private collection and was carefully stored in archival conditions for decades. The pieces show gentle evidence of having been loved and used, which adds historical authenticity without compromising visual impact. Several pieces retain light pencil inscriptions on the reverse, likely added by the original child owner, an evocative and period-appropriate detail.

Examples of these dolls are illustrated in major paper doll reference works, now out of print, underscoring their recognized importance within the field. Complete mixed sets combining McLaughlin Coffee and Hershey Chocolate figures are particularly uncommon.

This group is well suited to a serious private collection, academic study, or museum display focused on Victorian childhood, advertising history, or printed ephemera.

Measurements

The figures vary slightly in size.

Smallest figure, the Hershey Chocolate boy:
4 5/8" (11.74 cm) tall

Largest McLaughlin Coffee figures:
approximately 4 3/4" (12.06 cm) tall

Detachable clothing and accessories are scaled to fit the corresponding figures.

Condition

Overall excellent condition for paper ephemera of this age. Colors remain bright and well preserved. The Hershey Chocolate boy has loosely attached legs, which is consistent with the original design. A few pieces bear light pencil names on the reverse, added by a child during original use. No significant losses or damage. An exceptionally appealing and intact group.

Related Research & Publication

Comparable examples are documented in respected paper doll reference books, now out of print. This set reflects the quality and ingenuity for which McLaughlin Coffee’s advertising dolls are especially noted.

Provenance & Documentation

From a long-established private family collection assembled over many decades and preserved in archival storage. Offered here as a complete and authentic period set.