The IP-Ification of American Girl and How It Compares With The Rest of Society
- Admin
- Mar 20
- 1 min read
I have thirty-five minutes to kill before my next class today, so I felt like talking about something that makes me kind of mad, but it's been a trend I've been noticing in society for the last few years.
In 2020, American Girl started doing collaborations with other brands. First, the Olympics, then, other fashion companies. Then, in 2022, other media franchises - making outfits and dolls based on established intellectual properties, like Harry Potter, Barbie, Disney, etc. We have a full blown Disney doll line now, and more dolls based off of other intellectual properties are coming, including Wednesday and Wicked. And it seems like every other release is American Girl not fleshing out it's own lore, but tacking onto something else.
This parallels how things have been in the entertainment industry. They're remaking everything, giving everything prequels and sequels, spending so much money focusing on making things based on other properties, while not giving creatives time to flourish. Not investing in original ideas, not really giving things that aren't established the time of day.
This trend started around the late 2010s in greater society. But in the 2020s, it has been the defining feature of how American Girl has changed as a company.
I don't know - what are your thoughts?
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I completely get where you're coming from — it does feel like originality has taken a back seat lately. It’s all about attaching to big names instead of building something fresh, and honestly, it makes everything feel a bit less special. It’s the same in web development too — you can’t just bolt new features onto old ideas without thinking about the bigger picture. Optimised performance and fresh design are what keep users engaged. If you're interested in smart ways to build from solid foundations, this guide on how to convert figma to react is a great read.
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It should be AMERICAN GIRL. Not a brand just to collab with.