NEW OWNERSHIP
What was left of the firm was acquired a wealthy Hong Kong family. The Horsman brand was folded into Gata Box Inc., managed by family member Kenneth Young. Eventually, Gata Box gave way to the better known name, becoming Horsman Ltd.
The 1990s saw a continuing phenomenon, a doll market that was growing younger and younger. Society’s reality was that pre-teen girls believed that playing with dolls was much too babyish. Soon. Few dolls were sold for children over the age of 7 or 8. Today, one doll company executive ruefully has concluded that the cut-off age for doll play may be as low as age 4!
Compensating for this, however, has been a growing new adult market, women collectors able and willing to pay collectors' prices for quality dolls. Beginning in the mid-1980s, Horsman tried with some success to capture part of this market while at the same time, offering quality play dolls for children.
But the doll business worsened with the arrival of the 21st Century. The company produced few new dolls, trying, mostly, to sell a dwindling inventory of existing 
models. Horsman, Ltd. scaled back its activities, left its Broadway showrooms in Manhattan’s Toy Center and moved into more modest offices in suburban Great Neck, Long Island.
Today, Young continues to probe for market opportunities, some of which – like a new line of Horsman Halloween decorations – are unrelated to dolls. Dolls or not, he says, "My philosophy is business is business!"
But Young has not given up on tolls and he still has a few tricks up his sleeve. In the autumn of 2006, Horsman Ltd. again looked to the past for a new doll with a retro look targeted at discriminating collectors.
The first in this very promising line was Rini, a 14?-inch multi-articulated doll with 16 joints! Rini reminds longtime collectors of Dollikin, an incredibly popular, highly poseable fashion doll of the mid-1950s. Other new poseable dolls are in the wings.
With a long history of reinventing itself in changing times, don’t count Horsman out. At 142 years and counting, there's still seems to be life left in this oldest of American doll makers. 
