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.