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What is American Girl Doll?

American Girl is a brand that has been around since 1986, selling dolls and dreams alike to girls aged 8 to 12. As the proud owner of an American Girl doll (and many accessories, clothing, and furniture to go with her), and a previous subscriber to the American Girl magazine, I can say with certainty that this brand has a strong and relevant position in the marketplace.

American Girl is an all-encompassing brand, selling dolls, clothing, accessories, a magazine, various books, and more. The brand even has several brick and mortar locations where girls can go to get their doll’s hair styled, choose new clothes for her, and eat lunch with her doll who gets special seating in a doll-sized high chair.

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Who’s the Target Audience?

American Girl’s target audience is girls aged 8 to 12, coming from middle-upper class families with disposable income.

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Dolls from American Girl, unlike most baby doll companies, are for slightly older girls. The dolls have stories, some are even historical characters (like living through the Great Depression or the Civil War).

But they aren’t cheap…just one doll costs $105! And they can only be purchased online or from the catalog! The dolls are investments, where families can spend time and money collecting dolls, clothing, books, and furniture over many years.

Another major point of differentiation that places American Girl dolls in a different market than mainstream baby dolls (from say, Target or Walmart), is that the American Girl experience is much more than playing with a plastic doll. Being an “American Girl girl” means reading the books, collecting the accessories, watching the movies, visiting the stores, playing the online games–essentially, being a part of the brand.

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Proposed Positioning Statement

If I were American Girl’s brand manager, the brand’s positioning statement would be the following:

For girls whose families have disposable income and want smart, fun, and creative play, American Girl is the only company that offers high-quality, unique dolls and accessories with real and relatable stories.

{This post is part of a series pertaining to a New Products and Branding class at Elon University.}