Madame Alexander Doll Co. is celebrating its 100th anniversary this year, and with it looking back on the founder, Madame Beatrice Alexander.
Madame Alexander herself is known for innovations within the doll industry. In founding her doll company, she focused on dolls that were resilient and able to withstand play. Breaking from the usual porcelain dolls of the time, Madame Alexander designed dolls that were made from cloth. Later innovations included some of the first licensed toys, doll eyes that could close, and plastic face models for dolls.
“Back in 1923, Madame Alexander understood that doll play created kinder kids,” says David Morgenstern, Madame Alexander’s Vice President. “Her mission was to create dolls that could be played with and loved, and because of Madame Alexander, for the first time, dolls were made both lifelike and durable. Madame Alexander revolutionized the doll industry, from the introduction of cloth baby dolls to her innovative use of plastics in dolls. With our Centennial Celebration, we celebrate the impact Madame Alexander dolls have made on American childhood over the last century.”
Madame Alexander Doll Co. will host a number of events and experiences to celebrate the anniversary. The 100 Years of Madame Alexander display open this month at the Strong National Museum of Play in Rochester, New York. The display focuses on the history of the company and its founder and will follow the story of the company decade by decade, with a spotlight on dolls from each period.
Additional events include a celebration at FAO Schwarz on March 9, an interactive Play Lab at the Strong National Museum of Play, the release of a number of Centennial dolls throughout the year, and online offerings such as giveaways and an auction.
