A magician youkai who was born human, Alice Margatroid specializes in the use of dolls through magic. Her doll magic manifests itself in both spell cards (in game), as well as putting on puppet shows and attempting voodoo-like rituals (outside of the games). She makes her own dolls, and has a large collection of them in her house, which is located in the Forest of Magic. The doll she is most often seen with is named Shanghai. Alice carries a locked grimoire with her at all times, the 'Grimoire of Alice'.
Having appeared as both a boss (in Mystic Square, Perfect Cherry Blossom, and Shoot the Bullet), and playable character (in Immaterial and Missing Power, Imperishable Night, Scarlet Weather Rhapsody, Subterranean Animism, and Unthinkable Natural Law), Alice is one of the most important and popular characters in the Touhou Project.
- Along with Reimu, Marisa, and Yuka, Alice is one of the only four characters from the original PC-98 games to reappear in the Windows games.
- Because they are both magicians who live in the Forest of Magic, and were considered 'ordinary magicians', Alice and Marisa are often considered to be rivals or friends. She is considered to maintain a friendly relationship with another magician, Patchouli Knowledge.
- Alice is most certainly named after Alice from the book Alice in Wonderland.