The Madame Alexander Doll Company has entered a partnership with NASCAR Team Properties to design and develop new NASCAR play doll collections, including dolls featuring superstar Danica Patrick, driver of the No. 10 GoDaddy Chevrolet SS for Stewart-Haas Racing in the NASCAR Sprint Cup Series.
The first of the new collections will be introduced this fall. The product will be distributed through Madame Alexanderʼs distribution channels across all retailer tiers and eCommerce merchants, including madamealexander.com.
Research from Experian Marketing Services (Simmons National Consumer Kids Survey, Fall Full Year 2013) shows that one out of three girls ages 6 to 11 years are already NASCAR fans, and four out of five of these girls own dolls. Among them, two-thirds own clothes for their dolls and two-thirds own other doll accessories.