Borgfeldt (George Borgfeldt & Co.)
69 years in operation (1881–1950)
About Borgfeldt (George Borgfeldt & Co.)
George Borgfeldt & Co. was one of America's most important toy importers and distributors, bringing European toys to the American market and holding licenses for key character toys. Borgfeldt held the original US licenses for Felix the Cat and Mickey Mouse merchandise, and distributed the first Kewpie doll designed by Rose O'Neill.
Founding
George Borgfeldt, who established a New York import house in 1881 with the Marcus brothers to bring European toys and dolls into the American market.
History of Borgfeldt (George Borgfeldt & Co.)
Borgfeldt was not a manufacturer, and understanding that is the key to identifying its output. It was the dominant American importer and distributor of toys and dolls for half a century, and it worked by commissioning: it would secure the American rights to a design, contract its production to factories in Germany, France, Japan or the United States, and distribute the result.
Its commercial record is remarkable. Borgfeldt held the rights to Rose O'Neill's Kewpie dolls, to Grace Storey Putnam's Bye-Lo Baby — the "million dollar baby", the first mass-market doll modelled on a newborn rather than an idealised child — and was among the earliest licensees of Mickey Mouse. Most of the German bisque doll heads that reached American children between 1890 and 1930 came through Borgfeldt's books.
The house did not survive the loss of its German supply chain across two wars and the collapse of the bisque doll trade, and it wound up in 1950. Its legacy is a distribution model that the toy industry still runs on.
Timeline
- 1881George Borgfeldt & Co. is founded in New York as a toy and doll import house
- 1913The company secures American rights to Rose O'Neill's Kewpie dolls
- 1922The Bye-Lo Baby, modelled on a newborn, becomes an enormous commercial success
- 1930Borgfeldt is among the first licensees of Mickey Mouse merchandise
- 1950The business winds up
Notable & Best-Selling Toys
- Original Kewpie doll (1913)
- Felix the Cat toys (licensed)
- Mickey Mouse toys (early licensed)
- Celluloid novelty imports
- European bisque doll distribution
Identifying & Dating Borgfeldt (George Borgfeldt & Co.) Toys
- Dolls commissioned by Borgfeldt usually carry the actual maker's mark — Kestner, Armand Marseille, Kämmer & Reinhardt and others — together with a Borgfeldt symbol, most often a crown-and-shield device or the initials "G.B.".
- Kewpie and Bye-Lo pieces carry the designer's copyright — "Rose O'Neill" or "Grace S. Putnam" — alongside the mould information.
- A German or Japanese maker's mark on a doll with Borgfeldt distribution markings is normal and is not evidence of a fake.
Collector's Notes
- Attribute by the maker's mark first and treat the Borgfeldt mark as distribution information. Two visually similar dolls with different factory marks can differ substantially in value.
- Kewpies were made in vast numbers in bisque, composition and celluloid, and condition and size drive price. Signed bisque examples with intact paint are the collectible ones.
- Bye-Lo Baby heads are frequently found on replaced bodies. An original cloth body with the correct celluloid hands is a significant part of the value.
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Frequently Asked Questions
When was Borgfeldt (George Borgfeldt & Co.) founded?
Borgfeldt (George Borgfeldt & Co.) was founded in 1881, based in New York, NY.
Is Borgfeldt (George Borgfeldt & Co.) still in business?
No. Borgfeldt (George Borgfeldt & Co.) ceased operations in 1950, after 69 years in business.
What is Borgfeldt (George Borgfeldt & Co.) best known for?
Borgfeldt (George Borgfeldt & Co.) is best known for Original Kewpie doll (1913), Felix the Cat toys (licensed), Mickey Mouse toys (early licensed), among other toys.
Where was Borgfeldt (George Borgfeldt & Co.) located?
Borgfeldt (George Borgfeldt & Co.) was based in New York, NY.
What kinds of toys did Borgfeldt (George Borgfeldt & Co.) make?
Borgfeldt (George Borgfeldt & Co.) is categorized under dolls, character toys, novelty toys.
Who founded Borgfeldt (George Borgfeldt & Co.)?
George Borgfeldt, who established a New York import house in 1881 with the Marcus brothers to bring European toys and dolls into the American market.
How can you identify genuine Borgfeldt (George Borgfeldt & Co.) toys?
Dolls commissioned by Borgfeldt usually carry the actual maker's mark — Kestner, Armand Marseille, Kämmer & Reinhardt and others — together with a Borgfeldt symbol, most often a crown-and-shield device or the initials "G.B.". Kewpie and Bye-Lo pieces carry the designer's copyright — "Rose O'Neill" or "Grace S. Putnam" — alongside the mould information. A German or Japanese maker's mark on a doll with Borgfeldt distribution markings is normal and is not evidence of a fake.
Are Borgfeldt (George Borgfeldt & Co.) toys valuable?
Attribute by the maker's mark first and treat the Borgfeldt mark as distribution information. Two visually similar dolls with different factory marks can differ substantially in value. Kewpies were made in vast numbers in bisque, composition and celluloid, and condition and size drive price. Signed bisque examples with intact paint are the collectible ones. Bye-Lo Baby heads are frequently found on replaced bodies. An original cloth body with the correct celluloid hands is a significant part of the value.