Today, Mattel announced their quarter 4 2021 (and 2021 as a whole) sales results for American Girl.
Unfortunately, American Girl’s sales dropped 6% in Quarter 4 of 2021 due to Courtney’s release being in Quarter 4 of 2020 causing a slump in historical character sales. But other segments in the American Girl brand were successful during Q4 of 2021, and their growth in the rest of the year outpaced this setback. Their overall sales in 2021 were 5% higher than in 2020.
My suggestion to AG? Please make more historical things. No historical other than Courtney has gotten anything new since 2019, and there are many items that can be added to the collection! The sales show that people like historical characters the best, because even if there’s a successful modern launch, the power of the historical brand can tip AG one way or the other, and the most likely reason why AG’s sales skyrocketed in 2021 was the release of the limited edition original historical characters. I’m literally begging AG to give the historical characters more items because they have seriously been neglected aside from Courtney in the past few years. (Please give Nanea more stuff, American Girl! She hasn’t gotten anything in four years! Everyone else too. They haven’t gotten anything in three years.)