Doll News Fall 2016 - 136

The store was located in Reading, Pennsylvania. The Hoyers had a sense of the style they wanted for their dolls. After a few trips to Pedi Studio in NY for photo shoots with children in tow, they decided to use hometown talent. Photographer Cliff Yike from Reading photographed for all the publications - from some of her early pattern books, Juvenile Styles through all her doll booklets. They became friends and Yike attended Mrs. Hoyer's 100th birthday celebration. In fact, he did the photography for Mary Lynne Saunders' early One Fashion Show event was themed, "Dollies from out of this World." photographs. Together with another local business, Kutztown Publishing, Yike's layout and the publisher's color separation process for the Magic Wand book won an award for their printing techniques. Kutztown Publishing had published Juvenile Styles and other brochures and as well as The Doll With the Magic Wand. As the doll company thrived, their local community did too. Mary Hoyer was one of the first companies to present luncheons and fashion shows to benefit causes. The Mary Hoyer Doll store moved to larger quarters in Reading, first to North Ninth Street and then to 1008 Penn Street. Always having an eye for beauty, Mrs. Hoyer had the famous Axel Interiors, a New York firm, come and design the interior of the shop in a magical, modern style. Mrs. Hoyer's habit was to design late into the night and, therefore, sleep later in the morning. Mr. Hoyer would open the shop in the morning, work until about 11:30, go home to get his wife, and return for an afternoon in the store together. Proper lady that she was, Mrs. Hoyer had tea between 3 and 4 every afternoon. With that Famous Axel Interiors, a New York firm, designed the interior of the store in Reading, Pennsylvania. 136 Fall 2016

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