What did they ration?

They rationed clothes and toys as they used too much material. There was a clothes ration book only for clothes. However, Clothes rationing was introduced in 1941. Also, they rationed food.

This propaganda was very popular in WWII.

http://commons.wikimedia.org/wiki/File:INF3-225_Make_do_and_mend_(
Stuffed_doll_figure_patching_cloth).jpg

A propaganda saying make do and mend.