A British Doll Brand With Roots Going Back Over a Century
DesignaFriend — often written Design a Friend — is an 18-inch doll line marketed under the historic British toy brand Chad Valley. While the DesignaFriend line itself is a relatively recent addition, it sits under a brand name with a doll-making history stretching back more than 100 years, and only landed in Australia in 2021.
Chad Valley's Long British Toy History
The Chad Valley name dates back to 1897, when the company built a factory near the River Chad in Birmingham, England, and took the Chad Valley Works name. The company moved into doll-making in the early 20th century after acquiring rival firm Wrekin Toy Works.
A History of Craftsmanship and Famous Names
Through the 1920s, Chad Valley produced felt-faced dolls, including a well-known Bambina line designed in partnership with popular illustrator Mabel Lucie Attwell, and patented its own process for setting glass eyes into felt doll heads in 1924.
DesignaFriend: A Modern Addition to the Name
The DesignaFriend line itself is manufactured by Kid Kreations and marketed under the Chad Valley brand, with the first wave of dolls, outfits and accessories released in 2011, predominantly through Argos stores in the UK.
Designed in the Style of Popular 18-Inch Dolls
DesignaFriend dolls mirror the general style of other popular 18-inch play dolls of their era — a soft, huggable cloth body, plastic limbs, and inset eyes — with each doll given her own name and personality.
A Recent Arrival in Australia
DesignaFriend dolls landed in Australia in 2021, arriving in time for the July school holidays and stocked through Big W, where they quickly became popular with families looking for an affordable alternative to other 18-inch doll brands.
A Decade (and Counting) of Milestones
The line has marked its own history along the way, including a special doll commemorating Queen Elizabeth II's Diamond Jubilee in 2012 and a 10th Anniversary poseable doll released in 2021.
The Bottom Line
DesignaFriend carries the Chad Valley name's long British toy-making history into a modern, affordable 18-inch doll line — one that's only recently found its way into Australian homes, but has quickly become a favourite since arriving in 2021. It's a nice example of an old name finding new life in a new market.
Have a DesignaFriend doll at home? Browse our full collection to find clothes and accessories sized to fit her perfectly.
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Review — DesignaFriend Dolls Landed in Australia
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Notes: Historical details sourced from Chad Valley's documented company history and independent doll-history references. Rosie's Dolls Clothes is an independent retailer and is not affiliated with Chad Valley or Design-a-Friend.
