Gollywogg first appeared in 1895 in a children's book entitled "The Adventure of Two Dutch Dolls", the illustrator was Florence K Upton and the verse story was written by her mother Bertha. The book, which was an instant success, was soon reprinted with more illustrations and a revised title "The Adventure of Two Dutch Dolls and a Golliwogg" (the Project Gutenberg website has a free to download copy). A dozen further books featuring Gollywog swiftly followed.
The Uptons failed to copyright or otherwise protect the Gollywog and this resulted in a plethora of imitators. For the social historian and postcard collector this of course means that a considerable variety of Golly postcards can be found today. Almost every early 1900's image of Santa Claus with his sack of toys includes a Golly. Similarly there are many cards featuring children with their Gollywog dolls. However, it's the artist illustrated postcards in which Gollywog takes a central role that are the most sought after by collectors today.