A Groovy Time Capsule from the Early 1970s

Do you remember the World of Love fashion dolls? Hasbro introduced this groovy line in 1971, right in the heart of the Mod Barbie era. Marketed as “She’s what’s happening. She’s today’s American teenager and she’s part of the World of Love,” these dolls perfectly captured the spirit of the early ’70s—with names to match: Love​, Peace, Soul and Flower! They even had a catchy TV commercial where girls sang: “I got Love, I got Flower, I got Peace, I got Soul!” It doesn’t get more 1970s than that.

Meet the Dolls

Love, Peace, Soul, Music and Flower wear a colorful outfit to match their colorful world. Each 9-inch doll features: rooted hair and eyelashes, a twistable waist, bendable legs and bright, era-inspired fashions. Every doll wears a vibrant outfit reflecting her name and vibe.

Original Characters (1971 - Cardboard boxes with lids)

•  Love #4400 – Blonde
•  Peace #4405 – Black hair
•  Flower #4410 – Redhead
•  Soul #4415 – Black hair

Later Additions (1972 - Wider boxes with a cellophane window)

• Music #4420 – Jet black hair
• Adam #4425 – The male doll (because every doll needs a Ken (or another Barbie no judgment here!)

Fun fact: rumor has it Adam was named after one of the designers’ sons. Side note, Ruth Handler, the creator of Barbie, named Ken after her son, and Barbie after her daughter.

All dolls are marked: “MADE IN HONG KONG” (back) and “HASBRO / U.S. PAT PEND” (lower body).

Deluxe Editions (1972)

In 1972, Hasbro released Deluxe versions of the dolls. The dolls themselves didn’t change, but each one came with a personalized t-shirt featuring her face and an extra outfit.

Deluxe dolls include:

• Love #4402
• Peace #4407
• Flower #4412
• Soul #4417
• Music #4422

Notably, Adam was never released as a Deluxe doll.

Also in 1972, a second-edition Love doll was released with a new outfit—but kept the original #4400 product number.

Playsets and Accessories

The World of Love line included several fun extras:

• Love’s Favorite Places #4445 (a fold-out playset structure includes a disco, record shop and boutique.) Thanks to Cindy and Rex Butler for sharing photos of this rare playset!
• Carrying case
• Additional fashions
• Beauty salon and wig set (their answer to Barbie’s styling head)

Shop Hasbro World of Love dolls on eBay!

International Versions

In Europe, the dolls were rebranded in 1976 as Miss Matchbox Disco Girls, produced by Matchbox (who also produced mini versions of cars).

Characters included:

• Britt (blonde)
• Tina (brunette)
• Dee (redhead)
• Domino (African American)
• Tony (male)

Related Dolls

Beautiful Hair Bonnie Breck (1971)

Created to promote Breck shampoo, this doll used the same mold as the World of Love "Love" doll. Her dress fabric matches Flower’s, but in a prairie style.

Hasbro “Leggy” Dolls (1972)

Another Hasbro line worth noting. Leggy dolls have crazy long legs, are 10" tall and are super-slim vinyl dolls. Characters include: Kate (redhead), Nan (brunette), Sue (African American), Jill (blonde). They are marked “1972 / HASBRO / HONG KONG.”

Why Collectors Love World of Love Dolls

The World of Love dolls are a perfect snapshot of early 1970s culture—bright, optimistic, and unapologetically groovy. With their bold fashions, diverse lineup, and unique Hasbro styling, they remain a standout alternative to Barbie from the era.

References: http://plaidstallions.com/hasbro/love.html

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