A toy industry vet is returning to his roots.

David Morgenstern has been appointed vice president of sales at Madame Alexander Doll Co., marking a return to a role that he previously held for more than 18 years. Morgenstern rejoins the company from Charisma Brands Inc., where he served as vice president of sales for more than three years. During his career, Morgenstern has held executive sales and business development roles at a number of companies.

During his previous run at Madame Alexander, Morgenstern led the famed dollmaker’s expansion into mass retail channels such as Walmart, Target, and Toys “R” Us, and into department store and digital channels from Neiman Marcus and Macy’s to Amazon and Zulily.

“Returning to direct Madame Alexander’s sales efforts means I’m able to hit the ground running, ready to lead sales operations,”  Morgenstern says. “Given Madame Alexander’s commitment to building the sales presence essential for growth, I am confident of meeting our sales objectives and taking the revitalized company to the next level.”

Madame Alexander showcased a full range of new products at Toy Fair New York in February and will celebrate its 100th anniversary in 2023.


About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.