George Borgfeldt is not a household name today, but his influence on the American toy industry is profound and enduring. Although Borgfeldt was not a toy maker himself, he pioneered a practice that now dominates the global toy market: licensing. Through his innovative approach to licensing intellectual property and distributing character-based toys, Borgfeldt laid the groundwork for the modern toy licensing industry, which has become a multi-billion-dollar global business.
Borgfeldt began his journey in 1881 when he founded a wholesale importing business in partnership with brothers Marcell and Joseph Kahle. Operating under the name Borgfeldt & Company, the firm specialised in importing European toys, particularly from Germany, which was the epicentre of high-quality toy manufacturing at the time. Borgfeldt’s keen business sense allowed him to recognise the growing potential of character merchandising, particularly in the rapidly expanding world of comic strips and animated characters.
Though George Borgfeldt himself died in 1903, the company bearing his name continued to flourish under the leadership of his successors. By the 1920s, Borgfeldt & Company had become a dominant force in the American toy business, thanks largely to its pioneering use of licensing agreements. Borgfeldt & Company acquired exclusive rights to popular characters such as Felix the Cat, Maggie & Jiggs from the comic strip Bringing Up Father, and Creeping Buttercup, securing their place as a leading distributor of licensed toys.
The company’s toys were often marked with the distinctive “Nifty” logo, a smiling moon face that became its trademark. This branding not only made Borgfeldt products easily recognisable, but it also added a touch of whimsy that resonated with consumers.
Borgfeldt & Company’s licensing expertise led them to another ground breaking partnership in the 1930s, when they became one of the first American firms to represent Margarete Steiff, the German toy manufacturer renowned for her high-quality mohair teddy bears. This collaboration proved highly successful and opened the door to one of the most iconic character toys of all time: Mickey Mouse. As Walt Disney’s mouse skyrocketed in popularity, Borgfeldt & Company worked with Steiff to produce the first officially licensed Mickey Mouse plush toys, helping to turn the cartoon character into a global merchandising phenomenon.
Borgfeldt’s legacy also extended to tinplate toys, which were popular throughout the early 20th century. The company distributed several beloved clockwork toys, including the Barney Google Riding Spark Plug tin toy from the 1920s, which depicted the famous comic strip character on his loyal horse. Other notable Borgfeldt-distributed toys included the wind-up Toonerville Trolley and Highway Henry, both of which remain highly prized by collectors today.
In addition to his work with plush and tinplate toys, George Borgfeldt & Company played a significant role in the development and distribution of dolls in the early 20th century. As an importer, Borgfeldt brought finely crafted bisque and composition dolls from leading European manufacturers to the American market. Many of these dolls were sourced from Germany, which was famous for its doll-making industry, particularly from makers based in Thuringia, Nuremberg, and Sonneberg.
Despite its innovative history and influence, Borgfeldt & Company ultimately closed its doors in 1962. However, the licensing strategies pioneered by George Borgfeldt and his company live on, forming the backbone of the modern toy industry, where character licensing, media tie-ins, and collectible toys dominate shelves worldwide. Through his vision, Borgfeldt ensured that toys would forever be linked with the characters and stories that children love.
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