Brand Strategy

Developing the American Girl Brand

As American Girl approached its 30th anniversary, the brand was at a generational milestone.

The girls who grew up playing with their characters were now raising daughters of their own. 

The moment had the potential to be a pinnacle in the brand’s legacy.

Instead, it revealed a disconnect between past and present audiences.

The first generation of fans had a deep emotional investment in how the brand should be experienced. 

They viewed American Girls' new characters as inauthentic. 

The strategic challenge: reestablish American Girl’s relevance — for girls of all ages. 

The first step was research.

Secondary research highlighted a troubling dynamic: girls today live in a culture where putting others down to pump oneself up has become the norm. 

Foundational ethnographic research — including interviews with girls, their siblings, peers, and parents — revealed a critical insight:

American Girl’s value didn't lie in connecting girls with history; it lay in connecting girls to other girls.

Building a movement — that brought girls everywhere together to support and encourage each other — became a strategic imperative.

The brand was repositioned as the leader of Team Girl, a movement that celebrated collaboration and collective support.

The Team Girl platform created an immediate connection and reestablished emotional relevance — not just as a product, but as a purposeful brand committed to supporting girls through every stage of their journey.

Girls described American Girl as a brand that made them feel seen, inspired, and part of something larger:

• “American Girl cares about the community of girls.”
• “American Girl makes me feel confident in who I am.”
• “It inspires me to be my best.”