The world-famous Annabelle doll, once contained within the private collection of paranormal investigators Ed and Lorraine Warren, is now on public display at the Haunted Warren Museum in Salem, Massachusetts, owned by comedian Matt Rife. This move has drawn a large number of visitors, but also prompted warnings from paranormal experts about the potential dangers of exposing the doll to public attention.
Paranormal enthusiast and psychic medium Matt Fraser has expressed significant concerns, stating that increased attention can amplify negative energy. "That’s why Annabelle concerns me. She isn’t sitting forgotten in a locked room anymore. She is becoming a celebrity," Fraser said. He believes that the doll's power is growing as thousands of visitors interact with it and the museum's extensive collection of other allegedly haunted objects. Each visitor, he explained, brings their own energy, whether it be fear, curiosity, or skepticism, which can feed such entities.
Fraser has advised visitors to exercise extreme caution, recommending a prayer before entering and setting intentions to avoid negative spiritual contact. He also suggests carrying protective items, but warns against provoking any entities. "Do not challenge Annabelle. Do not ask for a sign. Do not speak directly to these entities," Fraser cautioned. He advocates for observation rather than participation, emphasizing the importance of respecting the potential power of such objects.
The Annabelle doll has a long history of alleged paranormal activity. According to Gerald Brittle's book, "The Demonologist: The Extraordinary Career of Ed and Lorraine Warren," the Warrens acquired the doll in the 1970s from two nurses who reported it was possessed by a human spirit and exhibited strange behaviors, leaving behind cryptic notes. The Warrens, however, concluded it was not a human spirit but something "inhuman" and "demonic." They performed an exorcism and claimed to have experienced car trouble and needed holy water to return home safely with the doll. The book also recounts an incident where a priest allegedly suffered brake failure and a car accident after dismissing the doll's power, and another visitor reportedly died in a fatal motorcycle accident following disrespect shown to the doll.
More recently, the doll has been linked to speculation surrounding the July 2025 death of ghost hunter Dan Rivera, 54, while he was touring with Annabelle. Although authorities ruled his death as natural causes with no suspicious circumstances, paranormal fans have continued to question if the doll was involved.
The doll's legend gained mainstream popularity following the release of the 2013 film "The Conjuring" and subsequent films based on its story. Rife's museum, which also features over 1000 other haunted objects from the Warrens' collection, has reportedly experienced incidents such as visitors projectile vomiting or leaving in tears, according to Rife's own promotional materials. Fraser's advice to Rife is to "be extremely careful about what you’re giving attention to" and to "respect" the entities, rather than becoming overly comfortable with them.
Rife has reportedly faced accusations from some fans of being afraid to directly engage with Annabelle during his flashlight tours, which are priced at $100. The museum is experiencing high demand, with tickets selling out rapidly ahead of Halloween.
