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American Girl Fourth Quarter And Full Year 2023 Financial Report

American Girl's fourth-quarter and full year 2023 financial report has released:


  • In the fourth quarter of 2023, Net Sales in the American Girl® segment decreased 6% as reported and in constant currency.

  • In 2023 overall, Net Sales in the American Girl segment decreased 9% as reported and in constant currency.


As of this year, Mattel is integrating American Girl's sales with Mattel's sales overall, so they will not be separately reported. However, we will still be able to tell if it is declining or growing.

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26 Comments


Could it be their targeted audience just aren’t interested in doll play like kids from the past. I’ve alway’s suspected these types of toys eventually will take a far backseat to electronics. I’d bet other toy companies have the same issues with sales slowing declining on certain items .

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dollybee
dollybee
Feb 10

AG should go back to teaching history :) like a lot more, way more characters. People would splurge on that if it's not too late I think. Make it patriotic too, it is in the name after all.

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dollybee
dollybee
Feb 10

To be fair economic times; food costing so much for an example, makes a lot of brands probably fall, but I think politics was the last nail in the coffin if it comes to it, it's not good marketing to do that during a recession.

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Like CottagePrincess stated, they never should have gotten into politics. I don't understand why companies can't stay neutral so they don't make anyone mad. Their dolls also look cheaper and less classy. I wish they wouldn't do all the different color hair. I remember when I was little, Blaire was the GOTY and I just adored her pretty, classy collection. I miss that AG.

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dollybee
dollybee
Feb 10
Replying to

I know but it also said something about talking to someone else, some parents took it strangely.

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Is it completely hopeless?

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Replying to

It's not the majority that thinks hateful, harmful and heartless things like that. If this was the case, almost no one, if not anyone at all, would ever buy from them again and they would destroy all American Girl stuff and go door-to-door killing people who "dare" love AG thinking they don't need a warrant and they are entitled to do that. Point is, the sales could be down a lot more such as 50%, 75% or even 99% or 100% permanently while the sales are only going down at less than 20% or even 15%. It could be a lot worse and people would never be buying at all ever again. And it's also probably because adult collectors are…

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