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About American Girl Brands, LLC

Offering a historically-themed alternative to Barbie, American Girl Brands produces the American Girl Collection of about 20-inch, high-dollar dolls such as Addy Walker (an escaped slave) and Rebecca Rubin (a young Jewish immigrant). The company also makes modern dolls with a focus on "strong character," publishes American Girl magazine and American Girl books (about 160 million copies sold), and sells room decor, clothing, and accessories. Other brands include Truly Me, Girl of the Year, Bitty Baby, and WellieWishers. American Girl Brands markets its products through catalogs, its website, and in more than 15 store locations. The company, which operates primarily in the US, is a subsidiary of toy giant Mattel. It was founded by Pleasant Rowland in 1986.

Operations

American Girl markets and distributes products which include nearly 20-inch doll line from Truly Me and Girl of the Year. It also offer doll customization enabling girls to design the doll and apparel they've always dreamed of through millions of combinations. 

Geographic Reach

Wisconsin-based, American Girl products are sold primarily in the US. Flagship American Girl Place stores are located in Chicago, Los Angeles, and New York City. Other US locations include Charlotte, Dallas, Miami, Houston, Seattle, and Washington, DC. Its products are available in select specialty stores in Canada.

The company has two operations distribution facilities in Wisconsin, and a warehouse and distribution center in DeForest, Wisconsin.

Sales and Marketing

Boasting more than 100 million visitors to date, American Girl stores have become destinations for mostly females of all ages. Besides its portfolio of flagship and smaller namesake stores, American Girl peddles its products directly to consumers through its catalog and online store. The company's children's publications are sold to certain US, UAE and Canadian retailers. Its American Girl books are available through retail and online booksellers.

Financial Performance

A subsidiary and a reportable segment of Mattel, American Girl Brands posted 2019 sales of $256.6 million, a 21% decrease vs. 2018's $326.8 million. It reported a loss that year of about $58.8 million compared to a segment loss of $17.7 million in 2018, driven primarily by lower net sales and a $25.9 million impairment charge related to certain American Girl retail store assets, as a result of lower fourth quarter sales in certain retail stores.

Strategy

American Girl has brought to life stories that enrich girls everywhere with characters who reflect issues and challenges girls face every day.

Parent Mattel continues to establish itself as an industry leader and remains a best-in-class e-Commerce partner, as reflected in its scale and 2019 market share gains. In the mid-to-long term, Mattel is leveraging the American Girl platform to build a more extensive e-Commerce and direct-to-consumer business.

In early 2020, American Girl introduced its newest Girl of the Year character, Joss Kendrick, a fierce athlete born with hearing loss and a passion for surfing and competitive cheer. Throughout 2020, American Girl will focus on its mission to build girls of strong character through immersive storytelling; differentiated, premium experiences; and its commitment to service and quality.

American Girl Brands, LLC

8400 Fairway Pl
Middleton, WI 53562-2548
Phone: 1 (608) 836-4848

Firm Stats

Employer Type: Privately Owned
Vice President, Human Resources: Bill Barmore
President: Katy Dickson
Vice President Finance: Bill McAleer
Employees (This Location): 1,400
Employees (All Locations): 1,915

Major Office Locations

Middleton, WI

Other Locations

Los Angeles, CA
Scottsdale, CA
Lone Tree, CO
Miami, FL
Orlando, FL
Natick, MA
New York, NY
Bethlehem, PA
Dallas, TX
Deforest, WI
Middleton, WI
Wilmot, WI