At Mattel's Investor Day yesterday, they announced these details about their new vision for American Girl to succeed in the changing marketplace:
-Mattel said that mistakes from the AG team have led to the performance of AG being lacking.
-Mattel's priority with American Girl now is to restore American Girl's premium position with premium packaging and products.
-American Girl will focus on gaining new customers, as seen with the new Contemporary Line and the focus on content, with a switch from TV ads to digital ads.
-American Girl will be enhancing the stores with new experiences soon. (Signature Studios in all the stores? PLEASE!)