Madame Alexander is a doll company with a history, a legacy, a heritage that denotes respect for its place in doll making.
The brand name stimulates cherished memories that center around high quality, trustworthiness and authenticity.
So, when we embarked on our mission to update and make the brand resonate with today’s doll lovers, we held great respect for what was iconic and used that as the core to build upon as we designed new Baby and Play categories.
A Fresh Twist on a Classic
Madame Alexander's refreshed branding emphasizes the company's iconic history as the premier keepsake doll brand for consumers of all ages.
The new branding closely links the renowned heritage with the current assortment of baby and play dolls.
The Pink RibbonWith thoughtful design, the new logo’s for Baby, Play and Collection are each wrapped with a pink ribbon.
Ribbons are an integral part of the doll's design, from a baby doll's hair ribbon, to the ribbons on the collection doll shoes, to the ribbons used on the dresses across Baby, Play and Collection.
The pink ribbon becomes the new classic icon across the doll categories, and is embedded into the new logos.
Dots & StripesThe classic dots and stripes of Madame Alexander are used across the categories, made bolder in the collection for maximum visibility across the new social media platforms.
The new Baby graphics encompass dots and stripes in soft tones in a playful scatter dot pattern.
The Play patterns are vibrant and fun, designed for young girls whose favorite colors we know are pinks and purples. Dots and stripes are prevalent in multi colors and sizes to showcase the playfulness of the 18-inch and small doll play lines.
Love is in the Details™When Beatrice Alexander founded the Madame Alexander Doll Company at her kitchen table in 1923, she believed dolls should always engage a child’s imagination, should always be beautiful, and most importantly, always be played with.
Today, the Company’s promise continues to uphold the tradition of quality, design and craftsmanship. The Company creates beautiful dolls to love, play and grow up with. As Madame herself was fond of saying, “love is in the details”™ and "dolls are made to be played with and loved.”
When we ask doll shoppers today why they like Madame Alexander, we get great responses that resonate with us as we continue to design and create dolls for today’s fans. We listen and love hearing from our fans!
Here are some comments from customers!"My girls loved their MA dolls."
"I had these dolls when I was a child and wanted to create a collection for my granddaughter."
"Tradition -- my children's grandmother bought them Madame Alexander dolls and now I want to do that for my grandchildren."
"Just love the doll faces, a lovely birthday present."
"I started buying Madame Alexander dolls for my little girl and nieces over 30 years ago. Now I'm buying them for my granddaughters and great niece."
"Long history of excellent merchandise and I wanted to start a doll collection for my granddaughter."