As the company approaches its 100th anniversary in 2023, Madame Alexander Doll Co. launched a major brand investment for U.S. expansion. The company, now under new ownership, engaged partners to improve marketing, customer service, production, and fulfillment capacity while expanding its 2019 product catalog.

The major brand investment includes a dependable supply of product in the U.S. To support its production resources, Madame Alexander entered into a business contract with Total Business Fulfillment, who will provide full-service fulfillment support to Madame Alexander for all sales channels.

Madame Alexander hired Steel Branding to launch a new digital campaign focused on activating the next generation of moms through social media, digital influencers, content marketing, and PR programs.

The company will launch its new catalog at the 2019 Toy Fair in New York. The new catalog will feature new product additions to the baby and collectible product lines.