The Alexander Doll Company made a complete about-face from a long run with composition dolls to the new process of hard plastics. Alexander started their transition in 1947. The first dolls made of hard plastic had the look of composition that their costumer and retail buyers had become used to seeing. Alexander was all-in with this dramatic change of manufacturing and supported it within the doll industry and publically such as Playthings Magazine. This era of dolls was changing quickly with new technology not yet tested. Other manufactures rapidly followed this lead set by the Alexander Doll Company and sent the industry on a decade-long race and sometimes bitter competition for the "next big thing."