A 1978 doll manufactured by the toy company Mattel. The company introduced a series of three dolls that represented famous women on the television show Charlie’s Angels. This doll represents one of the three, Kate Jackson. The popular television show ran from 1976-1981. The packaging includes vibrant colors, bold balloon typography, and illustrations.
Throughout the women’s liberation movement of the 60s and 70s, a broader focus on empowering women emerged. Kate Jackson’s character in Charlie’s Angels represents a brilliant leader who takes on a role predominantly held by men in real life. The profitability of a doll that portrays a character who dismantles stereotypes against women highlights the evolution of how women were viewed throughout history.
In the 1970s and 1980s, the toy market began to intertwine with television and pop culture. The production of toys depicting famous icons grew in size and popularity. The Mattel “TV’s Star Women” doll line is an example of this market fusion. The relationship between television and toys is exemplified in the doll’s box design, which showcases a film strip with scenarios symbolizing television scenes.
The design on the front and back of the box packaging reflects technology and design movements associated with the period. In the 70s, offset lithography was commonly used. Illustrations such as the ones on the back of the box were often created by hand. Colors were then separated into layers using film, and plates were made for each color layer. The plates were then placed on an offset printing press; a process that allowed for mass production.
The design itself demonstrates a psychedelic aesthetic common in the 60s to 70s. Contrasting colors and groovy rounded bubble fonts showcase the movement's theme of vitality and friendliness. The design also features a star pattern surrounding the typography which could have been influenced by retro-futurism, a design movement that emphasized space travel.
admin. “Mego Toys and Action Figures Exploring the Iconic Legacy of the 1970s.” World Collectors Net (blog), February 14, 2024. https://www.worldcollectorsnet.com/articles/mego-toys-and-action-figures-exploring-the-iconic-legacy-of-the-1970s/.
Francis, Jo. “Technology: Second Litho Revolution Puts Offset Back in the Spotlight.” Printweek, March 9, 2011. https://www.printweek.com/content/features/technology-second-litho-revolution-puts-offset-back-in-the-spotlight/.
“Psychedelic Art: : A Kaleidoscopic Journey of Visual Imagination | Genjos.Art,” October 22, 2024. https://genjos.art/psychedelic-art/.
