As part of a huge staff cut by Mattel, 22 jobs were cut "across all levels of the company" on Tuesday. This is sad, and I hope the people who lost their jobs suddenly get new work ASAP.
Even with the sales drops, though, American Girl is still shining. A spokesperson for American Girl, Julie Parks said,“We have impressively high awareness in the industry” and ... “an incredibly loyal fan base which goes a long way to boost our brand,” she said. She also said that Luciana has been
“one of the most well-received" Girl of the Year dolls and the Create Your Own dolls is showing “positive momentum.”
But Luciana and Create Your Own isn't enough. American Girl needs help.