Moulds for making dolls - for Rosebud dolls at Nene Plastics, Raunds - advert 1947

The company was established by Eric Smith, who having worked for his father's toy company Mask Ltd., set up his own company in 1946. Mask Ltd. began London's East End, but in 1940 the family moved to Raunds. Here they set up a factory making wooden toys, farms, and rocking horses.

Eric's firm was called Nene Plastics and made a range of composition dolls (sawdust and animal glue), called 'Starlight Dolls'. These dolls were given to girls who came to Smith's factory on school visits. When were asked what they liked best about the dolls, one girl replied 'Her Rosebud lips', and this is how the name Rosebud came about. Rosebud Dolls was registered as trademark in 1947.

Notes by H Packwood in 1988: Norris & Son - Previously owned Safford, Wellingborough Road. Norris' began in a small way making machines for the Leather Industry. I think I am right in stating that Norris' were the first firm to fit a gearbox to a leather drum instead of it being driven from line shafting. At the outbreak of the 1939 war Norris' were commissioned to recondition lathes from A. Herbert’s of Coventry; this was a totally different job from currying machines. At the end of the war a partner joined the firm - Mr. J. Orme and all the dies etc. were made for the 'Rosebud' Doll Factory at Raunds. Mr. Orme then left to start on his own taking a number of skilled men with him and made machines for the plastic industry. The skilled men who moved were Mr. G. Longland, Mr. R. Walker, and Mr. E. Houghton. Their work consisted mainly of cones for road works and anything connected with the plastic industry. They still have a factory in Duck Street and one in Park Road. Smiths Containers Ltd was started from these factories.

John Orme was making moulds for plastic toys, including for Rosebud.

The composite dolls were replaced by dolls made from hard plastic in 1950. They produced 6 inch (15cm) to 21 inch (53cm) dolls with sleeping eyes, rosy cheeks and of course rosebud lips. The dolls featured frequently in magazines, often with knitting patterns so the reader could make her clothes.

Window Display at the Gas Showroom in Rushden

In 1954 vinyl dolls made from polythene and PVC, with rooted hair and sleeping eyes began. The company was now registered as Rosebud Dolls Ltd. In 1960, they expanded into a factory in Wellingborough. They now had 3 factories; Wellingborough, Raunds, and Glassbrook Road in Rushden.

During the 1960s, sales of baby dolls began to fall and teen dolls became more popular. Rosebud had introduced a teen doll in 1958, so kept the company viable, although job losses were on the cards.

Postcard with the guarantee enclosed with the toys

Mattel - Mr and Mrs Handler, close friends of the Smiths, took over Rosebud under their company name, Mattel (famous for Barbie introduced by Mrs Handler in 1959), and the firm became Rosebud/Mattel. Control Production control stayed with Rosebud staff until 1970, when Mattel dropped the Rosebud name.

March 1970 - Mattel's toy factory in Glassbrook Road was annoying nearby residents with noise at night. The factory moved to Rixon Road at Wellingborough.