More Than Just Selling a Doll
American Girl is more than just a company that sells dolls. What makes the brand different is how they created a whole experience around their products. The dolls have their own stories, personalities, backgrounds, clothing, accessories, and books, which gives children different ways to connect and interact with them (American Girl, n.d.).
I remember when I was younger, I used to always ask my mom to get me an American Girl doll because I wanted to dress her in the same clothes as me and get different accessories for her. I think that is what makes American Girl different because you are not just buying a doll, you are able to personalize her and create an experience around her (American Girl, n.d.).
When Pleasant founded American Girl in 1986, she believed that great stories with aspirational characters could inspire girls to make their own positive mark on the world—and she was right. Since then, we’ve been a trusted partner in empowering girls with confidence and character (American Girl, n.d.).
Since the beginning, we’ve created dolls and accessories that reflect the real world and all its colors, customs, and capabilities. We write engaging stories with a goal of opening minds and hearts. And we will never stop learning because of our promise to encourage kindness, build confidence, and celebrate every kind of great! (American Girl, n.d.).
American Girl also expanded the experience through their physical stores, where families can shop, celebrate birthdays, visit the doll salon, and participate in different activities. By combining the dolls with storytelling, personalization, accessories, and real-life experiences, the brand gives customers many different ways to interact with it instead of only buying one product (American Girl, n.d.).
Learning life skills through play (American Girl, n.d.).
The next time you see your child tucking their doll into bed or packing for an adventure, remember they are practicing care, decision-making, routines, and responsibility. Through dolls, stories, and imaginative play, American Girl® helps children build confidence and independence in ways that can stay with them for years to come (American Girl, n.d.).
Reflection
What I really like about American Girl is how they made the doll feel personal to each child. I remember wanting one when I was younger because I could dress her like me, choose different accessories, and make her feel like my own. Looking at it now, I realize that this is probably a big reason why children can become so connected to the dolls.
American Girl created a whole experience around one product. You are not just buying a doll and that’s it. There are always more things you can add, like clothes, accessories, books, and even experiences at their stores. I think this is a really smart business idea because it keeps people interested in the brand even after they already bought the doll.
Reference
Americangirl.com. americangirl.com. (n.d.). https://www.americangirl.com/
Grammarly. (n.d.). https://app.grammarly.com/
