American Girl sales have dropped 13% percent in the third quarter of 2023. Last year at this time, they dropped 6% from 2021. The drop can be attributed to more accessible product launches in Quarter 3 of 2022, including Claudie and the Truly Me refresh, which didn't have an accessible comparison in 2023.
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The stories drive the doll sales. kids can’t even buy AG books at book fairs because they are not there. The books, dear. The stories behind the dolls is the key.
What did they expect would happen? Some of their outfits are leaving dye transfer on the dolls. The outfits are getting more and more expensive but the quality isn't any better. And then the Disney dolls. I've heard of TONS of those getting sent back due to quality issues. So why spend that kind of money if the quality is equal or just a tad bit better than OG? We've been buying OG sets now because they're actually cuter than the similar AG ones and are 1/3 of the price.
Also most of the product they have released this year is not available to ship to Canada.! I’m sure that has affected the sales. Very frustrating for us Canadians.
AG must think we adult collectors are made of money. I can’t spend $300 on one doll, nor can I afford to spend so much on a doll only to leave her in her box because she’s a collectible. AG dolls are meant to be played with. If I want dolls for display only, I buy Barbies. I don’t have room to display large dolls.