*NEWS* Madame Alexander Doll Company Makes Major Brand Investiment as 100th Anniversary Approaches

FOR IMMEDIATE RELEASE

MADAME ALEXANDER DOLL COMPANY^® MAKES MAJOR BRAND INVESTMENT AS 100th ANNIVERSARY APPROACHES

Hires best-in-class fulfillment partner and family-targeted marketing specialists to expand U.S. brand presence in 2019

October 22, 2018 - NEW YORK - 95-year-old toy maker Madame Alexander Doll Company®, today launched a major brand investment for U.S. expansion as it approaches its 100th anniversary. The company, now under new ownership, has engaged best-in-class partners to improve marketing, customer service, production and fulfillment capacity while expanding its 2019 product catalog. This major brand investment builds on the company’s mission to make and successfully market quality dolls that create meaningful, enduring, inspiring relationships with its customers and clients.

“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.’”

The major brand investment already has yielded:

• Expanded production capabilities, supported by an alliance of top-tier doll and toy manufacturers
• A contract for full-service fulfillment services from premier specialty toy expert, Total Business Fulfillment
• A partnership with award-winning advertising agency and family-targeted marketing specialists Steel Branding
• An expanded 2019 product catalog to be released at 2019 Toy Fair
• Launch of a fully updated Amazon store with exclusive content, along with other exciting retail partnerships to be announced.

Dependable Supply of Product in U.S.

Madame Alexander has a dependable supply of products in the U.S., supported by an alliance of top-tier toy manufacturers. This alliance will deliver on the quality and detail that are central to the Madame Alexander brand.

To support its leading production resources, Madame Alexander has entered into a business contract with Total Business Fulfillment, a full-service fulfillment house. Total Business Fulfillment will provide full-service fulfillment support to Madame Alexander for all sales channels.

New Digital Campaign for Millennial Moms

Madame Alexander has hired Steel Branding to launch a new digital campaign focused on activating the next generation of moms through social media, digital influencers, content marketing and PR programs. Steel Branding, an award-winning full-service advertising agency, specializes in family-targeted marketing.

New Expanded Catalog Coming January 2019

Madame Alexander is launching its new catalog at the 2019 Toy Fair in New York. The new catalog will feature new product additions to the baby and collectible product lines, sure to please a new generation of doll lovers and current Madame fans alike. There will be many surprises at Toy Fair, and announcements to come. 

“With expanded marketing, customer service, production and fulfillment 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.”

For more information on Madame Alexander Doll Company, visit www.madamealexander.com.

About Madame Alexander Doll Company, LLCFor 95 years, Madame Alexander Doll Company has inspired imagination, creativity and love through doll play. Madame Alexander herself envisioned dolls as valuable learning tools for teaching children empathy, compassion and responsibility. Drawing upon decades of dollmaking heritage and expertise, 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 Amazon.com. Visit www.madamealexander.com for more information.

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