Pamela Velarde Named Head of American Girl, Becomes First Woman Of Color To Head Company

American Girl has a new leader - Pamela Velarde.

Yesterday, it was announced that Velarde, who was most recently the Vice President of Ominchannel Marketing and Retail Media at Mattel, is the new head of American Girl. Velrade has been at Mattel since 2010, leaving in 2021, but returning in 2025.

Velrade is American Girl's sixth leader, succeding Jamie Cygielman (2019-2025), Katy Dickson (2016-2018), Jean McKenzie (2012-2015), Ellen Brothers (2004-2012) and company founder Pleasant Rowland (1986-2000). Notably, Velrade is of Peruvian background, making her the first woman of color to lead American Girl.

Velrade posted this on LinkedIn: "I’m excited to share that I’m stepping into a new role at Mattel as Head of American Girl, at an especially meaningful moment as the brand celebrates its 40th anniversary this year.

American Girl has shaped generations through storytelling, creativity, and connection—and I’m honored to help steward a brand with such deep emotional resonance and cultural impact. As we look ahead, I’m excited to build on this legacy while continuing to evolve how American Girl shows up for today’s girls, families, and fans."