1895
Maurice Alexander, father of Beatrice (Madame), opens America’s first doll “hospital” in New York City.
Early 1920’s
Beatrice and her three sisters make handmade cloth dolls under the name Alexander Doll Company.
Late 1920’s
Madame Alexander moves her operation from the kitchen table to a shop area with a $5,000 loan.
Early 1930’s
Madame Alexander begins creating composition dolls featuring painted features and sleep eyes. She obtains a trademark for a cloth “Alice in Wonderland” doll; the introduction of a cloth series of “Little Women” dolls begins in connection with the release of the film; and the production of the “3 Little Pigs” doll series takes place.
Late 1930’s
Madame Alexander obtains the trademark to make “Scarlett O’Hara” dolls based upon the Gone With The Wind novel. Also introduced is the “Princess Elizabeth” face mold and series of dolls based upon the little English princess. Production of Walt Disney’s “Snow White” doll begins.
Early 1940’s
A “Margaret O’Brien” doll, based upon the child star, is introduced. Madame Alexander manufactures children’s clothes to match the outfits on the “Margaret O’Brien” dolls. The Company begins transition from dolls made from composition to a revolutionary new product called “plastic.”
(Madame Alexander History, p.2)
1952
Madame Alexander adapts a series of “Mary Martin” dolls in short cropped wigs, based on her Broadway performances. Also created is a set of Coronation dolls based on the Coronation of Queen Elizabeth II. The set consists of 36 dolls, all of which are dressed in historically correct costumes or fashion dress designed by Madame Alexander. To tie in with the release of the film, the production of “Peter Pan” series of dolls takes place.
Late 1950’s
The “Cissy 21” doll is introduced. She is the first doll with a woman’s full figure and is also the first to be able to wear high heel shoes. Her outfits are all fashion statements of the period, allowing Madame to design high fashion clothes to compete with the fashion designers of the times.
Early 1960’s
The Madame Alexander Fan Club is started by Margaret Winson. The Club’s name is later changed to the Madame Alexander Doll Club and incorporated as a not-for-profit corporation in Illinois. In 1991, the membership reaches more than 10,000. Alexander introduces 21-inch “Jacqueline” and 15-inch “Caroline” dolls based upon the Kennedy First Family.
1965
The Alexander Doll Company produces large “Sound of Music” dolls as a tie-in with the release of the film.
Late 1960’s
Based upon the comic strip character, the Company introduces the 12-inch “Brenda Starr” doll. Madame Alexander is honored on United Nations Day for her international series of dolls. The 12-inch “Nancy Drew” doll is introduced. The Smithsonian Institute selects two of Madame Alexander’s creations for inclusion in its prestigious doll collection: the “Madame Doll” from the American Revolution series, and the “Scarlett O’Hara” doll.
(Madame Alexander History, p.3)
1970’s
In connection with the Bicentennial, the first six dolls in the “First Ladies” series are introduced. The dolls are based upon the First Ladies Inaugural gowns on display at the Smithsonian Museum.
Early 1980’s
The Alexander Doll Company donates 25 “Portrait Dolls” to the Children’s Home Society of California benefit auction. The dolls are dressed by the world’s top couturiers and are sold for $2,900 each.
Late 1980’s
In 1986, at the age of 91, Madame Alexander receives Doll Reader Magazine’s first Lifetime Achievement Award. F.A.O. Schwarz honors Madame Alexander’s 65 years as the First Lady of Dolls with its Lifetime Achievement Award. Private investors become the primary owners of the Alexander Doll Company. Madame Alexander sells the Alexander Doll Company and remains with the Company as Design Consultant.
Early 1990’s
On October 3, 1990, Beatrice Alexander Behrman, “Madame Alexander” to millions, dies at age 95. The “Welcome Home” series of dolls commemorating those who served in Operation Desert Storm are put on the market. The Company acquires the Effanbee Doll Company, a New Jersey concern that sells vinyl and porcelain dolls.
Summer of 1995
The Alexander Doll Company is acquired by the Kaizen Breathrough Partnership, a private capital fund managed by Gefinor Acquisition Partners and sponsored by Gefinor, an international merchant banking group.
1995
The Alexander Doll Company presents its largest line of dolls at Toy Fair 1995. The “Little Women” limited edition series of dolls, designed exclusively for F.A.O. Schwarz, sells out in record time. The Company celebrates the 100th Anniversary of Beatrice Alexander Behrman’s birth by creating a commemorative Madame Alexander doll.
(Madame Alexander History, p.4)
1996
The Alexander Doll Company introduces the “new” Cissy™, the first full-figured fashion doll.
1997
The Little Women Journals™, new 16-inch play dolls are introduced. In conjunction with the Little Women Journals, Avon Books, a division of the Hearst Corporation, issued a series of books about the March sisters.
1998
The Alexander Doll Company celebrates its 75th anniversary.
1999
The Alexander Doll Company (ADC) in collaboration with the Council of Fashion Designers of America (CFDA) launch “Madame Alexander Celebrates American Design” to benefit Fashion Targets Breast Cancer. Twenty American design houses and the ADC design staff created ensembles for Cissy™, the classic haute couture doll. A new line of 18-inch play dolls inspired by Scholastic Entertainment’s award-winning Dear America book series debuts.
The Alexander Doll Company, Inc. was honored by Doll Reader’s magazine with a total of seven nominations in five different categories for the 1999 15th annual DOTY (Doll Of The Year) Awards: Little Women Journals™, Marmee; “Madame Alexander Celebrates American Design,” Anna Sui CFDA Cissy; Winter Wonderland; Scarlett Black Mourning; Classic Ballerina; and Porcelain Evening Star. The company has been nominated for DOTY awards since the awards were introduced in 1985. They have received a total of 58 nominations in which seven nominations were selected by the readers as the public’s choice. In addition, the Alexander Doll Company has been nominated for a Doll’s Award of Excellence for the Cherry Twins dolls.
2000
Beatrice “Madame” Alexander Behrman was formally inducted into the Toy Industry Hall of Fame at the Sixteenth Annual Dinner Dance hosted by the American Toy Institute, Inc., on February, 17, 2000. The event also honored the contributions of Fred Ertl, Jr. of The Ertl Company, Inc., and proceeds were donated to benefit the Memorial Sloan-Kettering Cancer Center and National Lekotek Center.
Debut of popular new licensed properties like Eloise™ and Tommy Hilfiger Dolls.
Madame Alexander debuts the chic and fashion-forward ‘Alex’ doll, a brand new sculpt for a 16-inch fashion doll that drew raves from here – The New York Times – to abroad – Japanese Vogue.
2001
Introduction of the African American ‘Paris’ doll from the ‘Alex’ line. A new face sculpt and detailed history enhance collectibility.
Confirming Madame Alexander’s status as a pop culture phenomenon, the Company is honored with feature article in Smithsonian Magazine and incorporation in hit television show, “Sex and the City.”
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