In May 1951, McCall’s introduced a paper doll, cleverly named, Betsy McCall to it’s readers, as a way of marketing their range of dress making patterns for children’s clothing.

Every month, Betsy paraded a new line up of outfits to make (as well as cut out) and you could even send away for a paper-doll family printed on sturdy cardboard, just by sending in 10 cents. Those were the days!

Cover girl, four-year-old Peggy McGregor posed with the paper doll for photographer Ruth Nichols in 1951.

You get the feeling this marketing campaign was a huge success for the McCall’s Corporation, since it ran for over ten years. Now, more than 60 years on, everyone can still enjoy (and download) Betsy McCall, the Paper Doll in all her glory here