As American Girl turns 40, Mattel grapples with bringing dolls into a new era

Core Insights - The American Girl brand, celebrating its 40th anniversary, faces significant challenges including digital competition and a changing customer base, leading to a decline in annual sales from over $600 million a decade ago to approximately $200 million in 2023 [3][4] - Despite the decline, American Girl has recently shown signs of stabilization with five consecutive quarters of sales growth, although this growth is from a significantly reduced base [4] - Mattel, the parent company, reported fourth-quarter sales of $1.77 billion, which fell short of expectations, leading to a decline in stock value and a lower profit forecast for 2026 [5][6] Company Overview - American Girl's flagship store in Rockefeller Center maintains a nostalgic atmosphere, attracting customers with its iconic doll displays and themed experiences [2][3] - The brand has evolved from its original focus on historical characters to include modernized versions and diverse characters, such as the upcoming "Girl of the Year," Raquel Reyes [9][12] - Emotional connections to the dolls remain strong, with many customers sharing personal stories about how the brand has influenced their lives and values [8][11] Industry Context - The doll industry is experiencing a shift as children increasingly engage in digital play, posing challenges for traditional toy brands like American Girl [3] - The brand's unique approach, which combines storytelling with character development, has fostered generational loyalty and a dedicated customer base [10][11] - American Girl's expansion into various media and retail formats has helped maintain its relevance in a competitive market [9][10]