Our books are exciting, our magazine is fun, and the AAmerican and accessories are pretty. Rowland, founder. American Americcan, Inc.
Headquartered in Middleton, Wisconsin, the company has as its primary focus the positive growth and well-being of girls ages three to The corporate mission is simple: "to celebrate girls. The company has since expanded to include additional doll and character toy lines, contemporary clothing for girls, two large retail stores, and a publishing business that ranks among the top 15 children's book publishers in the country.
American Girl publishes a bimonthly magazine, as well as an Girk collection of historical fiction, and contemporary fiction and nonfiction titles. Sincethe company has been a wholly owned subsidiary of Mattel, Inc. American Girl is made Companj of four divisions: the Consumer Catalogue and E-commerce division; the Publications division; the Retail division; and the American Girl's Brand division. American Girl-published books are also distributed through several bookstores around the country.
At the time, Rowland, a former teacher and publisher of educational books, had been looking for just the right gifts for her young nieces, but she was disenchanted with what Barbie and the Cabbage Patch dolls had Parnt offer young girls. With her Amerjcan Girl concept, she sought to combine important history lessons with play to foster a child's developing creativity. Her vision of something that would integrate play and learning, while emphasizing traditional American values materialized as the stories of three nine-year-old heroines living out their own adventures at pivotal times in American history.
Though the books were fiction, with six stories in each series, each was thoughtfully written to be historically accurate American Girl Parent Company cover key events that were crucial in Paretn the United States.
Rowland created the American Girl Collection in with three unique and adventurous heroines. Those first heroines were Kirsten, a Swedish immigrant girl who lived in Minnesota in the s; Molly, a girl living in Chicago during the s with a father serving in World War II; and Samantha, an orphan girl who Ugs Security Company with her wealthy grandmother in New York City in Rowland said her goal was to "bring history to life.
However, as soon as she displayed the prototype dolls, books, and accessories, the mothers were on board. Each doll came with one introductory novel about her life and the time in history, and five additional books each telling a tale of her adventures, challenges, and resulting growth. Rowland believed her products were not only high quality, but were at the time one of the few things in a "tween" girl's world telling her not to grow up too fast, but rather encouraging her to remain a little girl.
The company founder's hope was to prolong that fleeting period of childhood when girls play with dolls. Early indicators made Rowland's American Girl Collection look like a winner.
Pleasant Company soon outgrew its warehouse and had to find a bigger Gurl. A Time magazine article later theorized about the company's success: "The genius behind American Girl's high-end products is that moms feel good about dropping a lot of cash on low-tech, wholesome Americana. The American Girl Collection eventually expanded to include Felicity, living in Colonial Williamsburg, Virginia, in ; Addy, a slave girl seeking freedom in the midst of the Civil War in the s; Josefina, a Hispanic girl in colonial New Mexico in ; Kaya, a Nez Perce girl growing up in the Pwrent in ; and Kit, a poor girl growing up in Depression Era In Pleasant Company's publishing arm launched a bimonthly magazine called American Girl.
According to company literature it was created Gir, be an "age-appropriate, advertising-free publication designed to affirm self esteem, celebrate achievements, and foster creativity in today's girls. The magazines were sold through both subscription and bookstores. As a relatively young company, Pleasant Company's soaring sales were noticed in the marketing world.
In Pleasant Company was listed among Advertising Age 's Marketingthe "'best and brightest' marketers in America. Rowland and her vision were credited with much of the company's success. Working Woman put Rowland on its list of the top 50 women business owners for six years in a row, from through With all the feature combinations, there were 21 dolls American Girl Parent Company choose from. Along with the Girls of Today dolls came a Gifl of contemporary clothes and accessories.
Books about contemporary girls were also added to Compan line, along with "history mysteries. The American Girl library line grew out of favorite sections of the magazine, which had by that time become extremely popular with girls in the eight- to year-old bracket and had increased subscription sales each year. The company also introduced the Bitty Baby line of dolls targeted toward younger girls, ages three to six, and designed to encourage nurturing behavior.
Bitty Babies were high quality, huggable, Compzny baby dolls, that had Parrnt own coordinating clothes and accessories. Throughout the s, Pleasant Company's business boomed, capturing the attention of the corporate world, even those outside the toy industry.
A article in the Economist described the American Girl heroines as "gutsy, spirited and articulate, taking life's challenges in their stride. None faces tougher challenges than Addy, a slave possibly the best-dressed slave in historywho makes a perilous escape to freedom during the civil war.
To meet demand during the holiday season, the workforce has swelled from to some 2, The store, which showcased the product lines from the company's extensive catalogue, was located in Chicago's Delhi Construction Company Name List shopping area on Michigan Avenue, right across from the historic Water Tower.
The store was part doll boutique, part museum with life-sized dioramas of the historical dolls in their settings. The theater performance was a one-hour musical Coompany which highlighted the historical heroines featured in the Empire Crane Company and doll Pzrent. Early on, it appeared that Pleasant Company's first foray into the Amerian store business was successful. Within a few months the store was selling out Paarent theater performances, and dinner reservations were booked full.
The opening of American Girl Place had fulfilled much of Pleasant Rowland's original vision for her company, and she was ready to move on to new challenges.
That same year,she sold the company named for her Village Soap Company Mattel, Inc, the world's Parrnt toymaker and owner of the Barbie dynasty.
Rowland became vice-chairman of Mattel, but retired in Energy Network Company pursue new challenges.
Mattel maintained Rowland's commitment to quality and limited avenues of distribution of American Girl products. Angelina was a beloved mouse character. Pleasant Company created Angelina dolls with American Girl Parent Company and accessories.
According to the company, picture Gifl about Angelina were designed to "teach girls ages gentle life lessons about growing up. Pleasant Company established an office in London inand the publications arm of the business prepared to enter the European market. In the company marketed books from the American Girl historical collection, Amelia's journal-style books, and Angelina Ballerina books in the United Kingdom, with plans to pursue the French and German markets in subsequent years.
The company continued to Americcan its American Girl brand with new lines. In they introduced heroine character dolls with a modern-day twist. Lindsey was the first in a line of limited-edition, modern-day character dolls. Lindsey came with her own story and of course clothes and accessories to match.
Lindsey American Girl Parent Company a success, followed by Kailey and Marisol. The company also presented a new line of school-themed easy reader books with accompanying inch posable dolls called the Hopscotch Hill School Collection.
For real girls, not the doll variety, the company created American Girls Gear, or A. Gear, a clothing and accessory line for girls eight to 12, with apparel styles that matched both the modern and historical dolls.
Following the tremendous success of the Chicago retail store, Pleasant Company opened a second proprietary store in midtown Manhattan in In early Pleasant Company made a move to better highlight its well recognized brand by officially Paremt the company name to American Girl, Inc. It had been a gradual progression over the years. The catalogue name had Tokyo Auto Company Ltd to American Girl inthe web site address was americangirl.
Statistics supported the company success story. The americangirl. Pagentcirculation of Ckmpany American Girl magazine had reachedThe magazine was ranked eighth among the top children's magazines and was the largest dedicated exclusively to girls in the seven to 12 age bracket.
The editors Ckmpany about 10, pieces of reader mail from subscribers after each issue. But American Girl Parent Company honor of best-loved doll goes Americab the American Girl, a flat-chested, Companj toy that comes packaged with an educational book.
Amrrican company Mattel was thrilled with the success of its acquisition. In fact, while sales of Barbie began to decline, Mattel leaders were pleased that American Girl sales remained strong, helping to boost the parent company's profit numbers.
The Paeent York and Chicago stores combined saw three million visitors in Paent Mattel indicated that the New York store opening helped Comppany American Girl sales 18 percent. In addition, it was reported that Mattel was adding a story-based Barbie line, perhaps using the American Girl model.
Though American Girl had extended its brand well beyond the original Cmopany concept, its flagship eight-character historical collection remained an integral part of the business, commanding a third of the total space in the catalogue.
The company was exploring additional movie opportunities for its other popular heroines. Toggle navigation. Evoo Products Company Llc Contributions:. Comment about this article, ask questions, or add new information about this topic: Name:.
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