The introduction of new materials such as artificial silk, rayon plush and plastics saw a change in design and production of toys in the 1930s.

Promoted by the cinema, radio and newspapers, character toys became popular in the 1930's. Disney animals, Dismal Desmond and even Shirley Temple were available as dolls, soft toys, ceramic models, in books and even on tea sets.

Later in the decade plastic toys like model aeroplanes were especially popular and new board games such as Monopoly and Scrabble were introduced.