American Girl Sales Rise for Fourth Consecutive Quarter
- Admin
- Oct 26, 2025
- 1 min read
Mattel just announced that American Girl is experiencing a positive sales trend. In Quarter 3 of 2025 (July to September), American Girl experienced its fourth consecutive quarter of growth, meaning sales have been rising for the last year. In the face of other dolls like Barbie and Polly Pocket struggling, and the overall Mattel company experiencing a slip in sales - American Girl is experiencing a bright spot.
I definitely think a combination of dolls have a lot to do with why. Wicked dolls I believe have a lot to do with it and Mattel has said the Wicked AG dolls and toys are heavily responsible. But I don't discredit the Wednesday dolls, Clueless dolls, nor Raquel's release towards the end of the quarter...I just believe Wicked had the greatest influence on those numbers. Personally, I wasn't a fan of either of these dolls and was hoping for more historical doll focus (Raquel to me is not it), but hey...a company has to save itself from the doll slump somehow. While toys in general have had projected growth, the doll industry has seen a significant decline. While …
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yay! :D