Becoming an American Girl: How the Brand Has Shaped a Generation
From heroic Molly to resilient Kit, American Girl Doll stands out as a unique brand where its stories about young girls leave an impact on many generations. Founded in 1986 by the original name of Pleasant Company, American Girl sells dolls that portray girls from various historical time periods, ethnicities, social classes, and faiths.
The brand is known for providing a young girl's perspective on American history. American history is so often distorted and experiences are usually told and taught from the perspective of white men. The company not only allowed girls of all backgrounds to see themselves in American history but also allowed them to see the strength they could have in struggling times. Rebecca Lee ‘23 owns Rebecca, who is the tenth historical character, and Isabel (Girl of the Year in 2014). When asked about her favorite doll, she says, “My favorite was probably Rebecca because she was just really cool and her Jewish culture was really prevalent. She was an aspiring actress, I liked the way she had goals.” The dolls’ backstories weren't simple blurbs; they were incredibly detailed with the girls' family tree, home life, and personality traits. This made the dolls even more meaningful because it allowed them to be relatable.
Ellie Chang ‘22, owner of best friends Emily and Molly says, “I was obsessed with McKenna because I did gymnastics and I also really related to her because at the time that I had McKenna I had undiagnosed dyslexia.” In the books and movies, McKenna struggles with injury and balancing gymnastics and school; the specificity of the dolls brings value to a young person's life, saying their experiences are valid and important.
American Girl also never failed to help young girls navigate growing up. As Ellie talked about other media that the American Girls doll released, she also mentions, “And then when I got older, of course, I learned from The Care and Keeping of You.” The book helped girls learn about self-care, hygiene, and self-love. The brand even had a magazine that offered advice across all areas of life such as having conversations, simple recipes for eating healthy, what to do when you’re bored, making friends, or gift and craft ideas. Rebecca also says, “The magazines were so fun with the friendship quizzes, and they gave you hairstyles, school tips, advice. Everything honestly.” The brand addressed girlhood with grace and comfort which helped many young girls feel safe when it came to the uncomfortable nature of growing up.
These dolls and their stories have somewhat unconsciously stayed with girls as they got older even in their teenage years. Though many grow up and find new interests and grow out of dolls, American girls have created such relevant stories that girls have taken with them. Rebecca says, “Julie and her activism…..I feel like now like I've definitely tried to bring that into my own life, just in like the things I do like advocating for like voting rights.”
However, though it has defined so many childhoods, not everyone was able to have access to these dolls and their worlds. One doll costs about $100 and that does not include the extras like books, clothes, furniture, and accessories. Rebecca and Ellie both agree that the stories are both the most important things about these dolls. Having them in libraries and classrooms and even being used to teach about certain parts of history is important for kids to get a more well-rounded perspective on American history.
The company has a long way to go with better representation and even more gender-inclusive products. Though called “American Girl” they have recently released boy dolls and books which are important for all genders who want to see themselves represented, too. Though needing many improvements, the brand has left its mark on the heart of many and continues to do so today. For many American girls, dolls helped them define for themselves what it means to be an American girl.
