Madame Alexander Doll Company Celebrates 100th Anniversary with F.A.O. Schwarz

Tuesday, March 7, 2023
Can you remember the first doll you ever owned? Although I'm more of a stuffed animal collector, I do recall my favorite satiny ballerina doll made by Madame Alexander. I still have her meticulously tucked away in her original box (does this surprise you?). Now Madame Alexander is celebrating their 100th anniversary with the help of F.A.O. Schwarz in New York City, and YOU can be a part of the fun! 

Disclosure: the information in this post comes directly from the Madame Alexander FAO Schwarz press release.

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 includes 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. 

Madame 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 the store. The exhibit will highlight how 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 9th, 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. 

Stay Connected 

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

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