Home / Marketing / NY Toy Fair 19: Madame Alexander Doll Co. readies for 100 years with new investment

NY Toy Fair 19: Madame Alexander Doll Co. readies for 100 years with new investment

The 95-year-old toy American maker Madame Alexander Doll Company has launched a major brand investment for US expansion as it begins making preparations for its centenary year.  

The company is now under new ownership and has engaged a number of partners to improve marketing, customer service, production and fulfilment capacity while expanding its 2019 product catalogue. 

“This commitment is about getting back to the values of the family-led business and Madame Alexander’s original vision,” said Tom Neville, vice president of Madame Alexander Doll Company. 

“We believe in inspiring a child’s imagination, creativity and love through doll play. Every doll and every business decision are made with Madame Alexander’s credo in mind: ‘Love is in the details.’”

According to Nevile, the major brand investment already helped the firm expand its production capabilities, supported by an alliance of top-tier doll and toy manufacturers, secure a partnership with the award-winning advertising agency and family-targeted marketing specialists Steel Branding and expand its 2019 product catalogue to be released at 2019 Toy Fair in New York.

The new catalog will feature new product additions to the baby and collectable product lines. There will also be a number of surprises at Toy Fair, and announcements to come.

“With expanded marketing, customer service, production and fulfilment capabilities, Madame Alexander’s commitment to delivering high-quality dolls that inspire imagination, creativity and love has never been stronger,” said Neville. 

“We are committed to strengthening the interrelationships from the inside out that will propel the company into its next 100 years and beyond.”

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