It looks like the idea of using dolls, specifically paper dolls, to advertise products is not so new. Here is the leaflet promoting a tobacco brand, the customers were promised a free paper doll posted to them when sending 6 coupons from the product packages. I think it is from the  19th century:

I found it on the digital gallery site of the New York Public Library.

It looks like the company anyway was fond of paper dolls since they published also some farm-yard animals pd on the Blackwell’s Durham telegraph, here you can see them.

Here you can actually see the list of items available for customers according to how many coupons they sent in. Basically a “loyalty program” ante litteram, fascinating!