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American Girl Sales Drop 16%

In Quarter 2 of 2023, American Girl's sales dropped 16% from this point in 2022, with $27.6 million in sales as opposed to $32.8 million in sales this point in 2022. For 2023 overall, sales have dropped 10% from this point in 2022, with $61.1 million compared to $68.1 million.



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Bring back all of the historical dolls. Kirsten.Felicity.Cecile,Caroline and Marie-Grace . Include era history in the back of the books like the original ones.

Marion and Marilyn

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Shelley Giese
Shelley Giese
Jul 28, 2023

I think they would experience a sales boost if they focus on the older historical themes and bring back more history. I was not that impressed with the 90's girls. I agree that Gen Z thinks the dolls are creepy. I have no idea where that is coming from. It must be hard for Mattel to own both brands and not pit them against each other. if you showed a video with beta testers trying out how to put outfits on AG dolls versus testers trying to get outfits on Barbie dolls, the AG dolls would win that contest hands down for quality and ease of handling. Same with the hair actually. But Mattel would be shooting themselves …


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I blame it on gas and grocery prices. oh and housing... oh and electricity.... oh and heating oil... oh and you get the picture. I'm sorry for AG but that's life. When our disposable income shrinks we have to make choices - two dolls or one doll and a weeks worth of groceries. I don't think there really is much as far as marketing and products that would make any difference.

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RuthieFairyFan
RuthieFairyFan
Jul 27, 2023
Replying to

I know inflation has been terrible, but sales have already been declining since around 2017 or sooner.

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RuthieFairyFan
RuthieFairyFan
Jul 27, 2023

I agree with a lot of people that American Girl needs to pay more attention to the historicals. I think the reason sales has been declining is due to the problem with the marketing department. The company has been focusing way too much on Truly Me and the collabs. As much as some of the collector collabs are pretty, I think it is just ridiculous and meaningless. According to a poll, I found on tumblr, a majority of online users preferred the historical characters over Girl of the Year, contemporary characters, and World By Us by large percentage numbers. I have seen older American Girl catalogues, which showcased the historical characters much more often than today's catalogues. If the compan…

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Gina Dubner
Gina Dubner
Jul 27, 2023

I blame it on the media tropes that dolls are somehow creepy.

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