Dolls remain a popular collectible category, with top-notch antique, antique, and contemporary examples topping the wish lists of enthusiasts around the world. Amongst the category of dolls, Madame Alexander Dolls are at the top of the list. Every July, the United Federation of Doll Clubs (UFDC), a 5013C organization at the forefront of doll research, education, conservation, and appreciation, holds its annual convention. This gathering attracts attendees from all continents and is considered the most important annual event in the world of doll collecting. This year, due to COVID-19 restrictions, this celebration will be held online from July 22-24 to keep everyone safe and healthy.
Perhaps the best-known American brand of dolls are those designed and manufactured by Madame Alexander. Madame Dolls are always well represented at UFDC annual events. To learn more about these toys and collectibles, and what makes them so interesting from a collector's, historical, and design perspective, Auction Daily spoke with Diane McCarthy, former president of the Madame Alexander Doll Club.
Madame Alexander was born Bertha Alexander on March 9, 1895. When she grew up, she changed him to Beatrice, who seemed more elegant to her. Her parents emigrated from Russia and her father owned a doll hospital on New York's Lower East Side. Beatrice and her father shared a passion for making and repairing dolls.
During World War I, there was an embargo on German products, including dolls, which affected the family business. Beatrice and her sisters teamed up to create dolls that they could sell, that would not break, and use available materials. The first models included a nurse and a doll. She would make a sample doll and her sisters would copy it. While they worked, Beatrice encouraged them and checked her work. This personal approach to high standards was a style she maintained throughout her career. As there were ups and downs in this journey, Madame Alexander dolls value was also affected, but now these dolls are at the top of all the dolls. Fans of these dolls are always attracted to these dolls and their variety.
In 1923, Beatrice decided to start her own business with $ 1,600 in start-up money. She hired workers from her neighborhood. Eventually, she was able to move into a studio in downtown Manhattan. Her time was divided between coming up with ideas for dolls, developing shop beads, and sewing. It was then that she learned to defend herself with male store owners looking to buy her dolls. FAO Schwarz was one of the first retailers to order with her.
Madame was actively involved in all aspects of her business during the 75 years that she owned the company. However, she was smart enough to know that she couldn't do everything. She convinced her husband, Philip, to leave her job and join her company. Philip took care of the unions, managed the shares, payroll, and other operations and logistics of the company.
Madame was involved in product development and focused on popular culture for ideas. For example, she obtained a trademark for an Alice in Wonderland doll and made two versions, one of which she designed. When the movie Little Women came out in 1933, she presented a set of four dolls at the same time. After losing the rights to make a Shirley Temple doll, Madame obtained a license to produce the Dionne Quintets. She decided to act quickly on Scarlett O'Hara after reading Gone With the Wind before the film's premiere in 1937. She was also in love with Princess Elizabeth and made a special doll to commemorate the coronation of her father.
She was also involved in production and engineering. After World War II, the company began developing a durable, hard plastic doll. It was important to Madame that her dolls were well made and practically unbreakable, as she felt that the dolls were meant to be played with. Using new DuPont technologies, she was able to upgrade her manufacturing so the company could use a face mold to create an infinite number of different styles. What made these dolls so special were their unique outfits, high-end fabrics and trims, detailed painting, and accessories. She eventually won the Fashion Academy Gold Medal in 1951. She would earn it three times as much in the 1950s. This attention to detail was passed down to generations of designers and factory workers. The company's motto became "Love is in the details" and is still printed on the doll's hang tags today.
Media source: Auctiondaily