Originally the doll was not intended to be a child’s toy but a point-of-sale merchandising tool for Bild. But Bild-Lilli was such a hit that production was ramped up and new models were brought out with new outfits from office-wear to swimsuit.
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“She didn’t just look good, she had a job, she was single and earned her own money, she was self-confident and independent,” said Lars Broder-Keil, head of the archive at Bild publisher Axel Springer Verlag. A brochure from the 1950s states that Bild-Lilli was “always discreet” and that her wardrobe made her “the star of every bar”, “naive but clever”. In total 130,000 Lilli dolls, in two different sizes had been sold when US businesswoman Ruth Handler, co-founder of Mattel, spotted a Lilli doll in the window of a store in Lucerne, Switzerland.
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