Image Credit: Isabella Cologna.
Isabella Cologna has a whole room dedicated to Sylvanian Families. The Gen Z fanatic has hundreds of pounds worth of Monster High and a self-admitted ‘encyclopaedic’ knowledge of all things toy, from Disney Princesses to Power Rangers. At school, however, she kept this a secret.
Oft-hailed as odd and obsessive, doll collecting has its fair share of detractors, no thanks to the likes of Chucky and Annabelle. Pop culture is over-saturated with dolls: murderous dolls, haunted dolls, cursed dolls going missing.
It’s not difficult to see how the hobby has garnered such a ghoulish association. Dolls are a hard no, thank you, for many.
“In secondary school, I’d have someone at my house, and they’d be like, ‘why the hell do you have this?’” she laughs.
“When I was four or five, I got some Sylvanian Families for Christmas. I became obsessed, of course, then I got a bunch of vintage ones from my cousin. I realised: wow, this is the best thing ever. It grew from there.”
Isabella researched her special interest voraciously. “I can tell you when every product was released. Every family. Name one, I’ll know it. When other kids were playing Roblox, I was doing that.
They’d definitely mock me and think I’m a bit weird. That kind of caused me to keep it a secret.”
Although the market has expanded–a trip to Tesco or B&M will show no shortage of rebooted Bratz or Monster High–the real world appears, still, to reserve its judgments.
“It’s not something that’s really accepted in society still,” Isabella frowns, “people still definitely view it as kind of childish and nonsensical, which sucks.
So, it has bad connotations, but I also think it’s deeply rooted in sexism. When guys collect action figures and Star Wars LEGO and Marvel whatever–which, I mean, I also do–it’s just seen as casual guy activities.
When a girl collects any kind of toy, it’s seen as weird. I do think that’s a problem. Thankfully, the community is very accepting.”
For Isabella, dolls offer her a place of belonging, and she no longer worries about teasing, choosing to stay friends with those who share her interests. Her favourite doll, she beams brightly, is her classic Draculaura doll from Monster High’s original launch and is the most expensive item she owns. The doll, which Isabella says she got for just £30, now goes for hundreds on eBay.
“I’ve had it since I was eleven years old, and I’ve kept it in mint condition ever since. It’s what started my collection. The character speaks to me, I like her aesthetic, people say I resemble her, and I guess it’s just the one I’ve had the longest.
And you know, everyone is welcome at Monster High. It’s actually a really progressive message. I like how they address the topic of being different. The slogan is be yourself, be unique, be a monster.
I like how each doll is very individualistic. I resonate with that too.”
Although Gen Z hobbyists are a rising phenomenon, adult doll collectors have existed for a very long time.
“Dolls don’t give you a hard time,” says professional doll expert Michelle Severino. “Well. Sometimes they look at you funny! I tell them to cool it.”
Long-time collector, restorer, and president of the Hudson Valley Doll Club, the Wizard of Dollz shop owner has been in the business twenty years. And although she is no stranger to criticism (“a lot of people don’t get it”), the shop is a “happy place,” and she is no stranger to love either.
Michelle once had a fifty-year-old woman come in, a 70s Tiffany Taylor doll collector, who was “getting very emotional.” The woman said her parents both passed away in a short period of time, and that her friends think her collecting is weird. Michelle hugged the woman, then told her plainly: “Those are not your people.”
On the doll world’s sudden expansion, she says, “I think the pandemic scared a lot of people. We were very confined and isolated, in our own little worlds. I think the fact that we have the internet and dolls at our fingertips made a huge impact on people getting into collecting and finding joy.”
The Hudson Valley Doll Club is just one of many, she reveals. In fact, the doll world is bigger than one might think. The United Federation of Doll Clubs is a worldwide non-profit organisation, with more members joining every day. It hosts huge conventions. They take place every year. Michelle has even embraced newer doll lines such as Monster High. (“I love Venus McFlytrap!”)
“People hang out at my shop, there are very good vibes. I’m a huge proponent of the LGBTQIA+ community. It’s hugely important to me that I help make everyone feel safe. I mean, my vice president is a gay man. The common denominator is that everyone here is here and everyone is accepting.
Everyone has something that makes them happy, and that’s all that matters.”
“It doesn’t matter why you love them,” Michelle continues. “Whether it’s something from childhood you had, a tragedy, a death of a parent. It doesn’t matter. It’s just always there. If you don’t have those people in your life, you have to find your people.”
