Doll News Summer 2019 - 103

A 1947 Royal Wedding, 21-inch "Composition Portrait," wears an organdy
fitted full-length gown with heart-shaped bodice. Closeups detail her wrist
bouquet, and gathered flounces decorated with clusters of white rose buds.
This is the only known example of this doll.

Portrait Dolls which included another "June Bride."
In late 1947, Madame Alexander released another limited
production Composition Portrait Bride doll commemorating the
November wedding of Princess Elizabeth and Prince Philip of
Greece and Denmark named, "Royal Wedding."
The series of Composition Portrait dolls were a marketing strategy
developed by Madame Alexander to expand her brand and reinforce
her claim to have the highest quality of dolls in the industry. These
dolls were only placed in the high-end department stores that could
afford the financial risk of inventorying such an e pensive doll.
The strategy was to use these dolls for display in the stores for the
Christmas season, which would exemplify the Alexander quality,
causing a "buzz" not only in the toy department but all over the store.
"Come see these fabulous but very expensive dolls!!!!" The stores
would end up with a fabulous Christmas display, and could sell them
and book their full retail markup. With such expensive dolls, Madame
assured herself that the dolls would be prominently displayed in the
store to outshine the competition. Few could buy the dolls, but then
the retailer would move the purchaser to a lower retail baby doll,
bride or ballerina doll with a similar Alexander quality. These dolls
retailed for 7 which would e uate to 970 on an inflation-ad usted
basis in today's prices.
These dolls are the most limited-produced dolls during the late 1930s
and 1940s by the Alexander Company, primarily due to the expense in
developing a separate face mold and body for this 21-inch doll and each
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Doll News Summer 2019

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