A fashion doll with a fall-type hairpiece which can be adjusted in length without the necessity for knobs, buttons, or the like on the outside of the doll. The apparatus includes a string having an inner end wound on a wheel within the doll and an outer end tied to an end of the hairpiece which is within the doll. A spring urges the wheel to rotate in a direction to shorten the apparent length of the hairpiece. The wheel has several recesses spaced about its axis of rotation, and a ball is normally disposed partially within a recess on the wheel and another recess on a wheel-supporting frame, to lock the position of the wheel when the doll is up-right. However, turning of the doll to a face down position causes the ball to fall completely into the frame recess, to release the wheel so it can retract the hairpiece into the head as far as it is allowed to retract by a child who holds the outer end of the hairpiece. The wheel which winds up the string is located in the chest of the doll, and the string extends downwardly therefrom, around a second wheel in the abdomen portion of the doll and upwardly to the hairpiece, to enable a long hairpiece to be received in a small doll without tangling.