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Madame Alexander observes 75th anniv of 'Oz' and 'Gone With the Wind'

The venerable Madame Alexander Doll Company, founded in 1923, debuted two 75th Anniversary Doll collections at Toy Fair last week celebrating the classic film franchises The Wizard of Oz and Gone With the Wind.

Madame Alexander Dolls' Toy Fair display.
Julie Chudow

Among the new Gone With the Wind entries are a six-inch Scarlet O’Hara in a green dress modeled after a film photo of Vivian Leigh and Clark Gable. There’s also a 10-inch Scarlet in her wedding dress.

The new Wizard of Oz dolls come in a special commemorative box and include Tin Man--holding on to his ax, of course—and Dorothy, wearing her ruby red shoes and carrying Toto in a basket.

“We’re known for our attention to detail,” says senior director of marketing Judy Herbst. “Our tag line is ‘Love is in the details,’ and it needs to be in every one of our products—absolutely!”

This includes new 18-inch limited edition steampunk versions of Dorothy, Glinda the Good Witch and Wicked Witch of the West.

“It’s a new classification,” says Herbst. “Our designers reimagined the characters in steampunk fashion, which is very trendy. But it’s all positive.”

Herbst reassures traditionalists that the “classic” Wizard of Oz dolls are in no danger of being replaced by the modern steampunk versions, which, she adds, are already almost sold out.

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