Zapf Creation - Company and history

For 90 years, MGA Zapf Creation GmbH stands for quality and know-how in the toy industry.

Since 1932, the name Zapf has represented creative play concepts and high-quality dolls that encourage the timeless parent and child role play and teach children valuable social skills and empathy. Zapf has enjoyed a great deal of success in its 90-year history. Arguably the best-known international success was the birth of the interactive play doll BABY born, which has constantly reinvented itself over the last 30 years and is sold worldwide.

2026

35 years of BABY born

For 35 years, BABY born has been shaping play across generations.

The children of back then are now parents themselves and are passing on their enthusiasm for the functional doll to their own children.

2024

MGA Entertainment Inc. merges with Zapf Creation AG

Zapf Creation AG is transformed into MGA Zapf Creation GmbH

2022

90 years of Zapf Creation

We have been making children’s dreams come true for 90 years.

2021

30 years of BABY born

Playing with dolls full of imagination in colourful worlds for 30 years.

2018

20 years of Baby Annabell

The electronic functional doll celebrates her 20th birthday.

Goodbye to the stock exchange

Zapf Creation AG is delisted from the Baden-Württembergische stock exchange. The last day of trading is 4th October 2018.

2016

25 years of BABY born

The most successful play concept on the doll market turns 25.

2014

BABY born Germany’s number one doll

Since 2014, BABY born has been number one on the German doll market and consistently among the top ten toys (source: npdgroup, Germany).

2006

Zapf Creation AG and MGA Entertainment, Inc.

Zapf Creation AG enters into a cooperation with the American toy company MGA Entertainment, Inc.

2001

Baby Annabell the UK’s number one doll

Baby Annabell is the best-selling girls’ toy in the United Kingdom every year from 2001 to 2007 (source: NPD Eurotoys Ltd).

1999

Stock market floatation

Zapf Creation AG floats on the German Stock Exchange on 26th April 1999.

1998

Baby Annabell launch

The electronic functional doll Baby Annabell enters the market. Over the next few years, it develops into a best-seller, especially in the UK.

1997

Zapf Creation leading manufacturer

BABY born becomes the best-selling traditional toy in Germany. Zapf Creation’s position as Europe’s leading manufacturer of play and functional dolls is confirmed.

1992

Purchase by TA Spiel- und Freizeit Holding GmbH

TA Spiel- und Freizeit Holding Gmbh, a member of the Triumph Adler Group, purchases Zapf Puppen- und Spielwaren GmbH.

1991

BABY born launch

Max Zapf Puppen- und Spielwarenfabrik GmbH launches BABY born on the market. It is the first doll with realistic functions. The play concept develops into the most successful on the doll market.

1960

Plastic not celluloid

Max Zapf Puppen- und Spielwarenfabrik GmbH switches doll production from celluloid to plastic and continues to expand its market position.

1958

Internationalisation

The second generation ushers in internationalisation. Brigitte and Willi Zapf expand activities on the international doll market.

1932

Foundation

Rosa and Max Zapf found a toy factory in Rödental, Upper Franconia, and begin doll production.