I.

Introduction

Who are we?

When you hear the word "Kewpie," you might picture the squishy tube of Japanese mayonnaise with the familiar cherubic baby on the label. But the Kewpie’s story starts much earlier—and has nothing to do with condiments.

The Kewpies were born in 1909, brought to life by illustrator, writer, and activist Rose O’Neill in the pages of Ladies’ Home Journal. These tiny, winged figures quickly captured the public imagination, appearing not just in cartoons but as dolls, advertisements, and even suffrage movement icons. While today they are best known as vintage collectibles or plastic figurines, in their early years, the Kewpies were more than just toys; they were cultural symbols.

At a time when women in the United States were fighting for the right to vote, the Kewpies became unlikely allies in the cause. They marched on suffrage posters, appeared in feminist cartoons, and helped smuggle bold ideas about gender equality into the homes of everyday Americans. Long before Barbie, Kewpies were breaking boundaries, proving that activism can take on unexpected forms—even that of a plump, mischievous baby with a topknot and a mission.

This exhibition explores the fascinating journey of Rose O’Neill’s Kewpies: from playful doodles to cultural icons that shaped conversations about gender, consumerism, and social change in the early 20th century.

Why the Kewpies?

While scholars have examined women’s material culture in fragments—treating artifacts like cartoons, suffrage imagery, and commercial products as separate categories—this project takes a new approach. By tracing the Kewpies’ evolution across visual media, material objects, and mass consumer reception, this exhibition highlights how these playful figures blurred boundaries, seamlessly blending art, activism, and commerce.

The Kewpies were vehicles for social change. Created during the Progressive Era, they carried hidden messages about gender, consumerism, and activism. Rose O’Neill used their charm to challenge norms, weaving feminist ideas into everyday culture.

In examining how the Kewpies turned domesticity into a tool for resistance, this project highlights the power of popular culture to amplify marginalized voices—a dynamic that continues to shape activism today.

Setting the Scene

The early 20th century was a time of rapid change—booming cities, rising consumer culture, and the fight for women’s rights. Illustrated magazines flourished, and in 1909, Rose O’Neill’s Kewpies leapt from their pages into the public imagination.

As mass production took off, the Kewpies became more than just cartoons. They appeared as paper dolls, merchandise, and the famous Kewpie doll, turning into a multimillion-dollar sensation. O’Neill, a pioneer in her own right, used the Kewpies to support women’s suffrage, illustrating pro-vote postcards and campaigning for change.

By the mid-1920s, shifting tastes and knockoff dolls led to the Kewpies’ decline, but their legacy—as both collectibles and quiet revolutionaries—endures.

A Kewpish Timeline

1909

The Kewpies debut in Ladies’ Home Journal

1912

O’Neill partners with Borgfeldt & Co. to manufacture the first Kewpies dolls

The Kewpies appear in D.I.Y. household crafts and advertising campaigns like Jell-O

1913-14

The women’s suffrage movement gains momentum and O’Neill starts using the Kewpies in pro-suffrage materials

1914

A suffrage headquarters in Atlantic City begins selling Kewpie dolls

1916

O’Neill creates “Kewpie Korner,” a newspaper cartoon featuring Kewpies advocating for social change

1917-18

The 19th Amendment is ratified, granting women the right to vote

1920

As consumer tastes shift, unlicensed Kewpie knockoffs flood the market, leading to a decline in sales. O’Neill moves on to other artistic endeavors.

1920-25

Entering Kewpieville

Explore Kewpieville to discover how Rose O’Neill harnessed the expectations of domesticity and the rise of consumer culture to subtly introduce messages about gender and social inequality–and how their charming, seemingly innocent design allowed them to move seamlessly between art, advertising, toys, and political activism—along with their vast and diverse audiences.

By tracing the evolution of the Kewpies across media and material culture, this exhibit uncovers how these playful figures became a powerful force in shaping early 20th-century conversations on women’s rights. Read along or just browse through—the choice is up to you!