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Mattel Pressured To Sell American Girl

This morning, it was reported by the Wall Street Journal that an investor in Mattel has pressured company leadership to sell the American Girl brand due to declining sales. Mattel has owned American Girl since 1998, and has only been the second owner of the brand after original founder Pleasant Rowland.


It's not official that Mattel is selling American Girl, but if Mattel ends up selling American Girl, who do you hope the new owner would be or would do?

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dollybee
dollybee
Feb 04

what amazes me is why AG just opened a couple of stores recently, if they were doing this bad ya know?? definitely going to go to one soon.

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That might be part of their strategy to get more money. Opening more bistros to get people into the AG store experience. Online sells might not be working as well so they might believe the visibility of a brick and mortar building would help. Just a theory, though. They might be doing better than we think as well.

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dollybee
dollybee
Feb 03

sometimes I think about if AG stopped and just was a website that sold the original first 5 historicals and that was it. I would think they'd sell the most and then they could stop with everything else.

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Pleasant Co started very small and was thoughtful and curated. I would rather the company downsize a little and go back to its roots creating collections like Claudie's. I feel like Courtney and the twins collections, while cute, don't have the same level of real historic depth. Claudie got lucky because she has an active group that supports the research. We need more doll collections that have as much care taken to develop them. Even at $150 each the dolls aren't as much as a playstation, so keeping in mind that they are high end items not intended to be in the reach of every kid, it's not bad. Lots of "educational" high end toys are in that range. The…

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I have no idea. It seems to me that people think, or perhaps even HOPE and WANT, that it's completely hopeless and that American Girl will close and will never be saved either way, no matter what, whether they sell it or not and no matter what anyone does. And are they pressuring or do they intend to FORCE Mattel to sell and perhaps are even willing to kill and destroy for it?

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Maybe if the dolls were a little more cheap and they bring the brand to another countries they could be selling better!


I think their vision is so limited for American Girl and have so much things they can do…

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