Grace's Guide

British Industrial History

Grace's Guide is the leading source of historical information on industry and manufacturing in Britain. This web publication contains 147,396 pages of information and 233,518 images on early companies, their products and the people who designed and built them.

East London Toy Factory

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of 45 Norman Road, London, E3. (1922)

Ditto Address. Telephone: East 0422. Cables: "Ealontoy, London". (1929)

of 74-78 Bingfield Street, London, N1. Telephone: Terminus 3981. Cables: Ditto. (1947)

WWI. Sylvia Pankhurst opened a new toy factory as a response to the failure of dozens of tiny workshops where women were paid a pittance. Toys were no longer being imported from Germany, so Sylvia’s factory employed 59 women to fill the gap. It was a haven for them. First they turned out wooden toys and then dolls: black, white and yellow, followed by stuffed cats, dogs and bears. One day, Sylvia took a taxi full of her wares to Selfridges new store in Oxford Street and cajoled Gordon Selfridge himself to become a stockist. [1]

1920 Registered as a Co-operative Partnership. [2]

1922 Listed Exhibitor. Manufacturers of High-class Soft Animals with Voice; Dogs, Cats, Bears, Rabbits, etc.; Rag Dolls; Mascots; Confectionery and Easter Novelties; Filling Boxes; Fancy Toys. (Stand No. F.13) [3]

1929 Listed Exhibitor. Manufacturers of high-class Soft Toys of all descriptions. Advertising Novelties and Fancy Goods. Riding Animals on Wheels; Bunny Tea Cosies, Teapot Holders, Egg Cosies, Fancy Perambulator Covers. (Stand No. C.16) [4]

1947 Listed Exhibitor - British Industries Fair. Manufacturers of High Class Plush Animals, Real Fur Animals and other Soft Toys, Monkeys, Dolls, Teddy Bears, Dogs, Rabbits, etc. Animals with Electric Eyes, Novelties. (Olympia, 2nd Floor, Stand No. J.2214) [5]

1952 Liquidated. [6]

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