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American Girl Sales Drop 19% in Q2 2022 (But It's Not That Bad!)

American Girl sales have dropped 19 percent in the second quarter (April, May and June) of 2022, from 40.6 million to 32.8 million. While this might sound awful for AG, putting this in perspective doesn't make things sound so bad. American Girl had it's highly-publicized and anticipated limited edition release of the original 6 American Girl dolls in May of 2021, which led to sales skyrocketing 44% over the same time period in 2020. This means that while the sales did dip from that historic high, they still increased 25 percent from this same month in 2020 (and, to add a non-pandemic year to the mix, increased 9 percent from this month in 2019).

Essentially, American Girl did so well in 2021 because of the return of the original historicals, and it's pretty good that sales only dropped this much. Let's hope Claudie does well when she releases!




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13 Comments


elizabethannepop09
elizabethannepop09
Jul 23, 2022

Not surprised, they are releasing a lot of different lines. I believe if they keep to their traditional dolls and release more historical items they will profit.

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Maybe this might mean more focus on the historical line?? it seems it went really well.. hopefully we will have all 6 original characters available! There was a rumor that Felicity was going to be the next original historical to be rereleased! 😱 we’ll see 🧐😊

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Ugh. But they've already rereleased Felicity. I would rather they re-release Cecile, Marie-Grace and Caroline.

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KirstenKitFan
KirstenKitFan
Jul 22, 2022

ooh neat! :D

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rileylikesdolls
rileylikesdolls
Jul 21, 2022

Yeah I hope the bring back historicals. also, I just got my benefit sale package today!! The shipping was as fast as if you would order from American Girl which surprised me. I got TM22, Gabriela gift set, my second Samantha, violin set, explore the outdoors outfit, western chambray outfit, the science fair set, and the desk and school gift set, I do want to say im very grateful and lucky to have gotten So much and such good things and I’m glad the goes to such a good place. Everything I got was brand new with the boxes still taped there was only a few damaged boxes which was the school set, violin set and Gabrielas box was a…

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Great bundle Enjoy!

Marion

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Lets hope that they bring back the other historical dolls . Perhaps they will do better with the re release of the remaining historical girls.

Marion

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