While American Girl has been integrated in the full Mattel brand, exact sales for the brand have not been reported for Quarter 1 of 2024. However, probably driven by the new Disney Princess and Truly Me launches in Quarter 1 (January, February and March), Mattel announced that sales "grew" in Quarter 1 of 2024. According to the AGDN archives, the last quarter American Girl sales grew was Quarter 3 of 2021, when the original 6 historicals released, so this seems like a good sign!
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they must be doing something right! ;)
Maryellen has been BACKORDERED until Jul 19. Just in time for her to be the DOTM. Also, Lila has been backordered too, she'll be back on May 31st. This is very alarming and Lila is going to snatch Mckenna's trophy for being the fastest GOTY to sell out.
I’m so glad to hear sales are increasing once again. This really is a good sign! Probably with the historical releases earlier this month sales would increase even more. The Disney Princess dolls did do the company good since the Disney Princesses are very popular among girls. I would also like it if Rapunzel and Belle were to comeback without any crystals on their outfits and make their dolls a little more permanent with additional outfits. Jasmine too. That would also help sales. Since Rapunzel and Belle are among the post popular and the best selling dolls. I heard Merida, Anna, and Elsa are coming later and possibly the others like Aurora, Snow White, and Mulan.