Though the creepy doll named Annabelle that appears in #TheConjuring was actually in "real life," a Raggedy Ann Doll, the decision was made early on to design something that would have more of a jarring on-screen presence.
The final product, as seen in the above poster, is rather creepy, but early concept art suggested something far more disturbing:
The final product, as seen in the above poster, is rather creepy, but early concept art suggested something far more disturbing: