Item MM 132378 Photograph - L.J. Sterne Doll Co., Three Fredd Bears, Carlton, Victoria, circa 1965

Summary

Black and white photograph, depicting three Fredd Bears made by the L.J. Sterne Doll Company, and a wooden toy train, circa 1965.

This photograph relates to products and promotions of the L.J. Sterne Doll Company (1939-1971), a Melbourne doll and toy manufacturer founded by Austrian migrants Leo and Hilda Sterne.

Description of Content

Three toy bears positioned around a wooden toy train engine and hopper car. The toy bears from left to right: a tall toy bear with dark fur, dressed in striped overalls, with a white collar and floral design neckerchief, and a white hat with a striped ribbon. A medium toy bear with dark fur, wearing dark, white-spotted overalls, with a white collar and floral design neckerchief, and a white hat with a dark ribbon. A short toy bear with dark fur, wearing pale floral overalls, with a white collar and floral design neckerchief, and a white hat with a pale ribbon. Sewn on the breast of each of the overalls is a small 'Fredd' label. All the toy bears have long snouts, and plastic eyes and noses. The wooden toy train set is painted in a light colour, with darker wheels.

Physical Description

Black and white photograph.

Significance

This item is part of a growing collection of material relating to the migration and settlement experiences of Leo and Hilda Sterne who arrived in Melbourne in 1939. They immediately established a business that became one of the most successful doll and toy manufacturers in post-war Melbourne.
The L.J. Sterne Doll Company (1939-71) is significant as one of the few surviving collections related to an Australian toy and doll manufacturer, a once thriving industry in Australia. Only the A.L. Lindsay and Co. Archive at the Powerhouse Museum and the Jakas Toy collection at Melbourne Victoria are comparable.
This collection of photographs, business and promotional documents, dolls, and toys enables the exploration of many Australian post-war historical and social themes including: local television and manufacturing industries; design and production innovation; marketing and merchandising; childhood; gender and cultural representations; leisure and sport; key cultural and historical events.