top of page
  • Writer's pictureAdmin

American Girl Announcements at Mattel Analyst Meeting 2022 (Confirmation of New Historical!)

Today was Mattel's annual analyst meeting, which always means AG information! Let's get into the American Girl information and announcements from Mattel's Analyst Meeting 2022!

  • The turnaround for the American Girl brand is finally working, with sales up for 2021.

  • More new customers ordered from American Girl in 2021 than in 2020.

  • The amount of products ordered from American Girl per purchase, as well as the total purchase amount, increased in 2021.

AMERICAN GIRL WEBSITE

  • American Girl's website was able to expand the brand, and the re-imagining of the site that began in October 2019 will be complete this year.

  • American Girl's team optimized their site with analytics that can provide insight on how consumers are interacting with the website, as well as improved their distribution effort with, as we already know, more fulfillment centers to better serve consumers located in the West Coast and North that order AG products online.

WORLD BY US LAUNCH

  • Kira and World By Us had both very successful launches, but World By Us was the biggest launch for a contemporary line by American Girl ever due to collaborations with Harlem Fashion Row designers.

  • World By Us had a combined total of 1.4 billion impressions, driven by fashion partners and fashion websites. CORINNE LAUNCH

  • Corinne's launch got over 1 billion impressions, the biggest launch ever for a Girl of the Year character.

  • The livestream shopping event on American Girl's website had 190,000 viewers, and 1,700 people attended Corinne's Chalet event in Aspen, Colorado.

  • The retail events for Corinne's debut sold out in hours.


FUTURE DEVELOPMENTS FOR AG BRAND

  • It's official: a brand new historical will debut later this year!!! Her books will be written by a #1 New York Times bestselling author.

  • New play sets will be added to the American Girl line.

  • More content will be added for fans to engage with American Girl, including the Herstory series and on their brand-new TikTok account.

Not much that we didn't know before, but the bit about the new historical's author intrigues me! It's also interesting how much buzz World By Us and Corinne generated. Pretty cool!

2,990 views29 comments

Recent Posts

See All

29 Comments


Joss Kendrick fan!
Joss Kendrick fan!
Apr 21, 2022

Yayyyy!,

Like

soragennext
soragennext
Apr 18, 2022

Oh please let the new historical be the Harlem Renaissance! I've been dying for a 1920s character! American Girl is the only doll brand giving me life right now!

Like

lauriem1342
lauriem1342
Feb 21, 2022

ya

Like

lauriem1342
lauriem1342
Feb 21, 2022

ooh a new historical? who could it be? P.S i rlly hope its a black doll bc ag doesn't have alot of them in historical characters.

Like
Replying to

That's usually a sign that a doll from that era is on the way. I remember AG once posted a 1980s picture long before Courtney came out and when a comment mentioned that they hoped a 1980s historical was in the works, AG responded back when a zipped lip emoji, Now, we have Courtney, a real 1980s Historical, so...

Like

I wonder if they did so well that they didn't want to advertise it to the investors, since they seem to have no intention on bringing back those characters. The only one that didn't sell out really fast was Samantha, and I think that was just because there are so many originals available in pretty good shape, plus her old meet outfit is probably not as initially engaging to the kids as a pink lacy dress. So if "grandma" was given a choice she would probably be getting the current edition. I think they had no idea that the historicals were really in demand as much as they are.

Like
dollydearheart84
dollydearheart84
Feb 21, 2022
Replying to

It's possible they made more of the Samantha dolls than they did of the other 35th anniversary dolls.

Like
bottom of page