As the idea of stardom emerged in 1940s America, celebrity paper dolls grew tremendously in popularity. Hollywood starlets were shining examples of what the ideal American woman should be – elegant, youthful, and domestically capable. Feminine stereotypes of the 1940s were apparent in the house dresses, daywear, and ballgowns found in celebrity paper doll books.

 

While recognizable names like Rita Hayworth, Elizabeth Taylor, and Hedy Lamarr rose to fame, major movie studios continued to govern the marketing of their client’s likenesses. Movie stars were easier to print than fictional characters, as there were no rights to be fought over. Unlike today, where celebrities have some agency in personal branding, Hollywood stars of the 1940s had little say in how their images were reproduced. Because actresses had little control over their public personas, it is unsurprising that 1940s celebrity paper dolls were homogeneous in appearance and often vaguely resembled their title stars.