Looking at this old Montgomery Ward catalog page, I’m struck by how much detail went into a baby doll’s carriage. Folding hoods, big wheels, curved metal frames and colorful bodies—these were little versions of the carriages adults pushed around town. Wards even called them “Authentic English-Style Prams,” making a toy sound like a luxury purchase.
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But those prices weren’t quite the bargains they appear to be! Using 1955 as a comparison year, the featured $12.99 red-and-white carriage equals roughly $162 in today’s dollars. The $16.88 Deluxe Coach would be about $211. The $7.99 Good Coach comes to around $100, the $9.79 Better Coach about $122, and the $4.98 Economy Coach roughly $62. The catalog’s exact year isn’t confirmed, so these are approximate inflation comparisons.
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That puts things in perspective. A fancy doll carriage could be a substantial birthday or Christmas gift. A child might fall in love with the deluxe model while a parent quietly checked the economy price.
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The play itself was simple. Tuck the doll under a blanket, adjust the hood and head out for a walk. No screen or programmed storyline was needed. The child decided where they were going and what their baby needed.
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Today’s doll strollers can look like the compact models parents use now. The styles have changed, but children still enjoy copying grown-ups and caring for their dolls.
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Shopping has changed even more. We can compare stores and read reviews in minutes now. Back then, a catalog page could hold our attention for weeks. We studied the pictures, circled favorites and hoped someone would take the hint. I think that anticipation was part of the fun.
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Did you have a doll carriage like one of these—or remember leaving a catalog open to the toy you wanted?
When Baby Dolls Rode in Style
