MADAME ALEXANDER® DOLL COMPANY CELEBRATES 100TH ANNIVERSARY WITH CENTENNIAL CELEBRATION AT ICONIC FAO SCHWARZ 

Madame Alexander Centennial Celebration at FAO Schwarz Features Exclusive In-Store Experience, Free Giveaways, Special Offers and More 

NEW YORK (Feb. 27, 2023) - Madame Alexander® Doll Company, a premier American doll brand, is celebrating the 100th anniversary of Madame Alexander dolls as part of American childhood. Teaming up with FAO Schwarz, New York City's oldest and most iconic toy store in the U.S., Madame Alexander will celebrate its 100th anniversary at the flagship store at Rockefeller Center during the month of March. The Centennial Celebration exclusive in-store experience will take place inside FAO Schwarz and include a curated historic exhibit; beautifully designed windows; special offers, including free gift with purchase; an exclusive doll signing; free giveaways; and more! 

Madame Beatrice Alexander, who founded the doll company in 1923, was a true American original and pioneer in American history. From introducing America to cloth baby dolls to the innovative use of plastics in dolls and being the first to license characters from books, movies and television, Madame Alexander Doll Company revolutionized the doll industry. 

The Alexander Doll Company has a long history of partnering with FAO Schwarz. In 1923, Madame Alexander took some of her earliest cloth dolls to FAO Schwarz, followed by formed felt dolls, composition dolls, and then the innovative early plastic dolls. FAO Schwarz placed one of the new Madame Alexander Doll Company’s first orders, and they have been trusted partners ever since. Throughout the company’s history, Madame Alexander dolls have been the premier American doll brand at FAO Schwarz.

“For a century, Madame Alexander dolls have been a cornerstone brand in shaping doll play in American childhood," said David Niggli, Chief Merchandising Officer at MerchSource/ThreeSixty Brands. "Our legacy at FAO Schwarz is much more than just toys, it's the deep nostalgia for play that comes to life in the store and we are honored to be hosting Madame Alexander’s Centennial Celebration."

To celebrate the 100th anniversary of Madame Alexander at FAO Schwarz, the company welcomes all to join in on the Centennial Celebration throughout the entire month of March, with an exclusive in-store experience kicking off on Thursday, March 9, 2023.

Guests can view a curated historical doll exhibit while shopping at the store. The exhibit will highlight how the Alexander Doll company and its Madame Alexander dolls have evolved over the past century — from cloth to formed felt as well as some of the very first innovative early plastic dolls sold at FAO Schwarz. Madame Alexander dolls continue to inspire children, collectors and doll lovers worldwide. 

Guests can also enjoy beautifully designed FAO Schwarz windows featuring Madame Alexander dolls. Beginning March 9, Madame Alexander’s birthday, shoppers will receive a gift with a Madame Alexander purchase while supplies last.  With a $50 purchase guests will receive a Madame Alexander stroller. With a $100 purchase, guests will receive a stroller and a $20 FAO Schwarz gift card. 

March 9, 2023, festivities include: 

• An exclusive FAO Schwarz doll signing by Madame Alexander’s very own doll designer, Marianne Noselli, from 11 a.m. to 2 p.m. All are encouraged to shop FAO Schwarz’s in-store collection of Madame Alexander dolls to be signed.

• Sweet treats, including Centennial Celebration cookies. 

• Centennial Celebration balloons for guests. 
  

For more information, visit MadameAlexander.com and follow Madame Alexander on Instagram @madamealexanderdoll and Facebook /Madame Alexander. Or visit FAOSchwarz.com and follow FAO Schwarz on Instagram @faoschwarz and Facebook /FAOSchwarz.

About Madame Alexander Doll Company LLC

For 100 years, the Madame Alexander Doll Company has helped create “Kind Kids for Generations'' through doll play, encouraging creativity and love. Madame Alexander herself envisioned dolls as valuable learning tools for teaching children empathy, compassion and responsibility. Drawing upon decades of doll-making heritage and expertise, The Alexander Doll company has made it so their Madame Alexander dolls are made with unmatched quality, so they can be cherished for years to come. All Madame Alexander dolls are beautifully designed with the credo “Love is in the details” in mind to encourage a lifetime of play and collecting. Dolls and related accessories are available in all tiers of retail distribution in the U.S., select markets internationally, and online at madamealexander.com.

About FAO Schwarz

FAO Schwarz is one of the oldest, most historic, and iconic toy brands in the world. FAO Schwarz opened its first doors in 1862 revealing a marvelous, bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. Founded by Frederick August Otto Schwarz, FAO Schwarz has always been synonymous with quality and innovation, offering cherished memories for generations of adults and children alike, which is why they chose to work with the Alexander toy company. At its core, FAO Schwarz has always been known for the “theater of it all,” where toys meet deep nostalgia.  FAO has been delivering wonder to families for over 160 years, celebrating awe and discovery for all children and the child inside all of us.

Did You Know...

Azhelle aka The Toy Coach actually interned at Madame Alexander at the start of her career. She described her experience as the most fun summer she ever had working in NYC! The first doll she ever designed for Madame Alexander and the Alexander toy company was an 8" nursery rhyme doll called "On Top of Spaghetti." You can click here to view it on Amazon!

To learn more about The Toy Coach and how Azhelle navigated herself throughout her career in the toy industry, check out this video: