Beatrice Alexander, (born in 1895 as Bertha Alexander, but later changed her name), grew up around dolls as a toddler. Her step father, Maurice Alexander owned a hospital in New York, U.S.A. for which he repaired these beautiful figures. It was also the first hospital of its kind in the U.S.A., repairing broken dolls for children. In one of her memoirs, she recalled that a man once came to her step father's hospital in the middle of the night pleading to Maurice to have his ailing daughter's toy repaired. He said she was very sick and his daughter needed it back right away. Maurice repaired the figure made of china, that same day! It has been said that Madame Alexander adored her step father and considered him to be her dad. She marveled at his compassion and dedication toward fixing the broken toys for these broken-hearted children. What a wonderful, rewarding feeling it must have been for Beatrice as she would help her dad, mom, and sisters restore dolls, and, restore a child's happiness at the same time! It has been noted that the whole family took part in repairing the toys. Maurice also owned a shop. When times were hard, during World War 1, materials were limited. Beatrice had the idea to make the first cloth Red Cross Nurse figures. These cloth toys were sold off the shelves. She, along with her sisters, helped her parents save the family business. The strength, love, and dedication from her family impressed her and stayed with her throughout her life.
Beatrice learned a trade from an early age, which would make her 'a household name' in many people's homes. There have been many articles, and books written about Madame Alexander, which consistently refer to her as having a strong desire not to be poor and that she was determined at a young age, to become very wealthy. Many of these articles also mention that she witnessed many families struggle through poverty, growing up in the lower east side of New York. I've also read that she continued to educate herself, and strive for success. Her parents had greatly encouraged Beatrice and her sisters to do so.
Beatrice married Phillip Behrman, then, shortly afterwards started her own business. Alexander Doll Company was introduced in 1923.It wasn't long before Madame Alexander had asked her husband to help her manage the business, not knowing who else to trust. According to several articles written about her, she admitted that Phillip reluctantly agreed to help her, but, worked alongside her until he died in 1966.
Beatrice Alexander was said to be extremely meticulous while designing each of her figures. It was important to her to make attractive, lifelike toys. According to the Jewish Woman Archives, Madame Alexander labored over the design of each figure, until she got the lips, cheeks, eyes, etc. on the face to meet her satisfaction. Her original figures had cloth faces, then, she quickly learned ways to sculpt in fabric to improve the facial features. She also had one of the first known toy companies to use plastic for making their toys.
Madame Alexander loved reading literature. Many of her designs, which were made by the Alexander Doll Company, were based upon the film and book versions of stories which were popular at that time. In the 1930's, she designed figures for Alice and Wonderland, Fairy Tale Series, Heidi and Little Women. Scarlet O'Hara, was said to have been designed by Madame Alexander in 1936, two years before Vivien Leigh played Scarlet from 'Gone with the Wind'. Scarlet O'Hara was not only one of the first known licensed character figures, but it is also presently one of the most sought after, collectibles of its time. Some highly collectible toys designed by Beatrice in the 1950"s, were Cissy, Cisette, and Wendy-Kin- which are still in the Madame Alexander line. There were countless others as well.
Historical events were also very important to Beatrice. Madame Alexander felt that children could learn a lot about history through her toys. Madame Alexander Queen Elizabeth Coronation Dolls were introduced in 1953. They came in a boxed set of thirty-six figures. A Mary, Queen of Scots figure was also adorned in beautiful royal costume years ago. Madame Alexander felt that it was fitting to teach children about the world as they enjoyed her lovely, fashionable figures. Alexander Doll Company still has some of the most sought after collectibles, today.
Beatrice Alexander honoured other real people such as the Dionne Quintuplets, born in a small farmhouse on May 28th, 1934 in Callander, near Corbeil, Ont. Canada. They were the first known surviving identical quintuplets in the world. The announcement of their birth, posted in the North Bay Nugget (in Canada), attracted over three million tourist to the area during the Great Depression. Beatrice Alexander immediately secured a license to make figures of their likeness, from the time they were newborn babies, and continued, throughout their maturity. The reborn baby dolls, which were designed to look like the Dionne Quintuplets, were said to bring her company to the "top of the toy world". Madame Alexander received the first 'Lifetime Achievement Award' from Doll Reader Magazine in 1986, four years before she died. In 1995, the Kaizen Breakthrough Partnership acquired the company, and, Madame Alexander, a new company, was formed, to honour the famous toy designer, and, exceptionally enterprising business woman, Beatrice Alexander. People, who buy Madame Alexander's collectibles today, are said to be collectors between the average ages of fifty and sixty. Many of Beatrice Alexander's collectibles can be admired, today, at the Smithsonian Institute, and, the Brooklyn Children's Museum.
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