In recent years, modern dolls in the market seem to develop towards a common characteristic, that is, change in the body scale. Dolls usually have a head bigger than normal proportion, for example, the "My Scene" series of Barbie, Betty, Bratz, CoCo, Mame Momoko, Pullip, Rune, Una, etc. Dolls no longer adopt a perfect body scale as early Barbie. Doll design with a big head and small body has opened up a completely different market from the past. By collection literature about the Blythe and conducting questionnaire survey and analysis, this study aims at understanding the evolution in the Blythe's style and the relation between its style and buyers' fondness of it. It is also expected to find out the factors that attract consumers' collection behavior from the body scale of the Blythe dolls, and hence to provide a reference for style development in similar doll market in the future. Conclusions from the study are: 1. With the changes of time and culture, modern dolls tend to develop towards individualization. 2. Change in the style of blithe goes in line with buyers' fondness. 3. People's fondness of lovely style fits the body scale of Blythe, for example, big head, big eyes, fleshy face, etc. 4. The style of Blythe has significant relation with buyers' age and the number of years they have been in touch with the doll.