Page 20 - joa-jan-23-NEW

Alexander

MADAME

ALEXANDER DOLL COMPANY, INC.

100 Years of Doll Play

by Judy Gonyeau, managing editor

Queen Elizabeth II “Cissy” doll Early cloth doll Alice in Wonderland

ne-hundred years ago, Bertha Alexander turned the were not meant for true play but for admiration from afar. Beatrice was
porcelain doll industry on its head when she transformed into determined to create beautiful dolls that could be handled and cher-
ished without worrying about breaking or damage.
OMadame Alexander and became a maker of dolls designed for
Lending the moniker of “Madame” to herself felt more in line with
hands-on play, not a place on a shelf. Madame Alexander dolls were how Beatrice wished to be known as both a business leader and doll
carefully crafted to reflect their character’s era, wardrobe, and history. creator, and the term was added to her brand name. Beatrice was then
called simply “Madame” by everyone who knew her.
Call Her Madame
The creator of the highly A Strong Philosophy
collectible Madame Alexander According to www.madamealexander.com, Madame believed
dolls was no ordinary child but hands-on doll play could encourage compassion, empathy, and making
one who felt she was born to meaningful relationships. She turned to lessons and stories from classic
achieve a higher station in life literature and stories from a variety of cultures as she created her dolls,
than her hardworking parents. determined to make each one more than just a pretty face.
Born Bertha Alexander, she Madame’s approach to developing a new doll was based on her
was the first of four girls who knowledge of the person
were children of immigrants. or character she wanted to
Although Bertha’s father passed portray, and that meant
shortly after she was born, her in-depth investigation.
mother Hannah then married The New York Public
Morris Alexander, a toy maker Library became her
A young Beatrice with two of her and repairer trained in Germany, resource of choice for
early cloth dolls—a boy and a girl—made who emigrated from Odessa and learning about all aspects
with careful attention to detail. was the father of Bertha’s three of a doll’s “life” – from era
half-sisters. to lifestyle to clothing and
The family lived above her stepfather’s doll hospital in Brooklyn, accessories, these dolls
New York. Both parents believed in giving their children a strong needed to reflect a true
education, which suited Bertha just fine. An avid reader, she was able vision of the subject from
to convince her parents to create a “secret garden” in their small head to toe.
backyard where Bertha would read the books that would help inspire Not just for girls,
her dolls, including Alice in Wonderland, Little Women, and books by Madame Alexander dolls
Charles Dickens. were intended to cut
During her childhood while working closely with her father, who across gender, bias, and
shared her passion for dolls and doll making, Bertha constantly saw age to encourage conver-
beautiful porcelain dolls in need of repair with their fine dresses and sation, curiosity, and
accessories from the well-to-do and think to herself, “I’m going to live understanding among any
like that someday.” gathering of doll lovers. 1938 Tiny Betty, a colonial with proper attire and
Looking to live up to a per- When it came to boys accessories, sold with her original box for $550 online
sona she preferred to take on, who loved dolls, Madame
Bertha changed her name to said, “Dolls should contribute to a child’s understanding of people,
Beatrice – a name she felt more other times, and other places. After all, the paternal instinct in men is
akin to. Beatrice got married to as important as the maternal instinct in women.” Madame kept her
Phillip Behrman right after grad- business strong, her construction skills on point, and her mind open.
uating from High School and had
two children, one of whom died Establishing Her Company
during the Spanish Flu epidemic.
Her daughter Mildred grew up in Not long after starting her company, Madame built up her hard-
her mother's shadow. working staff by hiring directly from the neighborhood. Employees were
In 1923, at the age of 28, carefully trained to have the intricate skills needed to make dolls and the
Beatrice was able to obtain a loan clothing and accessories that came with them. Thanks to her commit-
for $1,600 and established the ment to education for all, Madame nurtured her staff by always provid-
ing hands-on, skill-based training for each worker as the business
“Madame” Alexander posing with Alexander Doll Company. Hiring advanced over time.
just a few of her dolls. her sisters as makers, she designed As a businesswoman, Madame learned early on to hold her own
and sold cloth dolls which were,
in a way, the antithesis of the porcelain high-end dolls that she believed when it came to dealing with bankers, male shop owners, and vendors

18 Journal of Antiques and Collectibles