The October 2000 issue of Pop Culture Collecting magazine includes an article focused solely on "Bewitched Memorabilia." The article is written by Greg Davis and Bill Morgan, who wrote Collector's Guide to TV Toys and Memorabilia - 2nd Edition and are the proprietors of This article describes the shortage in licensed Bewitched merchandise from the 1960s and the value of some of the collectibles that are available to fans of the show. There were less than 50 items licensed by Screen Gems to bear the Bewitched name and likeness. Since then, there has been 35 years of wear and tear on the toys that survived. Now, Bewitched items are highly prized by fans of the show and by toy collectors.

  Davis and Morgan's article contains excellent descriptions of some of the Bewitched items available. Photographs of many of these original items are available on's Collectibles page for you to view. One interesting item to note, is that there never was a licensed Bewitched lunch box from the 1960s or early 1970s, as was so popular with many of the other TV shows of that era. Today, Vandor has manufactured a Bewitched lunch box shaped like a retro TV set.

  Here are some of the current values as forecasted by Pop Culture Collecting magazine.


The Ideal Samantha doll from 1965 (12-inch poseable doll with a red, sparkling flying suit) is valued at more than $500 without the box and $2,000 when in the original window box with "Samantha" across the lower portion of the box. This doll originally came with a hat and straw broom.

The Ideal Tabatha doll from 1965-66 (and, yes, that's Tabatha with an "a" on the box) is valued at less than $500 without the box and surpasses the value of any other Bewitched memorabilia if in the original pink window box. Ideal had many infant-like, 14-inch dolls that resembled the Tabatha doll and many times impostors are sold by people who believe it to be an authentic Bewitched collectible. The Tabatha doll's back and neck are marked "1965 Screen Gems Inc. Ideal Toy Corp."

The Samantha and Tabitha paper dolls by Magic Wand from the mid-1960s are worth between $150 and $200 in today's market.


The Bewitched coloring book, which was published in 1965 by Gosset and Dunlap, Inc. is highly collectible due to the fact that the cover promotes smoking by showing Samantha lighting a cigarette for Darrin. This controversial cover and the fact that there weren't many of these books in distribution brings the value of this item to more than $100.

The Opposite Uncle, a hardcover book by Whitman, is the only collectible to feature Dick Sargent as Darrin Stephens. It is valued at between $15 and $20.

There are two Bewitched British annuals on the market and they command between $50 and $75 each.

The Al Hine Bewitched paperback book from Europe is valued between $35 and $45.

There are three different vintage writing tablets featuring color photo covers from Bewitched, and their value according to Davis and Morgan is between $40 and $50.

The Bewitched storybook and activity book, also published by Gosset and Dunlap, Inc., are easier to find and command around $30 and $40 a piece.

Games, etc.:

The Game Gems "The Samantha and Endora Game" is valued between $150 and $200.

The Stymie Bewitched card game and two Milton Bradley Co. jigsaw puzzles (one with Darrin, Sam, and Endora flying on a broom and the other with all three sitting in a living room) are each valued at between $50 and $75.

The original Bewitched TV theme sheet music is reportedly valued at $50. Note: Another issue of Pop Culture Collecting quotes Davis and Morgan as saying it sells for more than $75.

  Some other interesting, and exceedingly rare, Bewitched items mentioned in the article, but without values listed are:

A Bewitched Magic Coffee Set made by the Amsco Industries, Inc. division of Milton Bradley Co. This set included a toy coffee pot with the Bewitched logo, a burner, an orange juicer, and several other small kitchen accessories.

A Bewitched Hi-Chair toy set made by the Amsco Industries, Inc. division of Milton Bradley Co.

A Bewitched Magic Bottle Feeding set made by the Amsco Industries, Inc. division of Milton Bradley Co.

A "Babycrest" tag for a line of Tabatha clothing that was in development by the Aimcee Wholesale Corp. This tag features a drawing of "a baby riding on a unicorn and waving a magic wand." The text of the tag says, "Designed Expressly for Tabatha, the BEWITCHED Baby" and includes the Screen Gems, Inc. trademark. There is no description of an outfit that accompanied this tag.

  We're adding to the Collectibles gallery each week, so pop in and see the photos and descriptions of this and other Bewitched merchandise from the past and present.

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