American Girl’s ‘modern era’ makeover of beloved dolls draws swift backlash from loyal fans

Core Viewpoint - American Girl is celebrating its 40th anniversary by launching a redesigned "Modern Era Collection" of historical dolls, which has received significant backlash on social media for its contemporary approach and smaller size [1][9]. Product Details - The new collection features six iconic characters: Felicity, Addy, Molly, Kirsten, Samantha, and Josefina, each reimagined with modern outfits and a 14.5-inch frame, reduced from the traditional 18-inch size [1][2]. - Each doll is priced at $90 and is available for presale, with expected shipments by May 1 [5]. Consumer Reaction - Many fans have expressed dissatisfaction on social media, criticizing the redesign as "cheap" and arguing that it undermines the historical significance of the dolls [9][10]. - Comments from users indicate a desire for the classic designs and outfits to be retained, highlighting a disconnect between the brand's new direction and its traditional customer base [9][10]. Brand Philosophy - American Girl's dolls are designed to represent fictional characters aged 9 to 12 from various historical periods, paired with books to teach history from the characters' perspectives [12]. - Jamie Cygielman, global head of dolls at Mattel, emphasized the brand's commitment to evolving for future generations while maintaining its storytelling mission [13].