The poster shows a selection of dolls in the uniforms of the armed and public services, along with toy animals. The ‘New Army’ of Margery and Jessie Jack’s novelty toys is also a reference to the ‘New Army’ recruited for war service by Field Marshal Lord Kitchener in the earliest phase of the First World War. As war had broken out in August, the poster, which is dated 1914, was probably drawn sometime in the autumn (September-November) months. It was designed for display at Selfridges in the shopping period leading up to Christmas.
