American Girl
Dolls and books
18-inch dolls, accessories and books with historical and contemporary characters, sold directly to girls and families in the US and Canada.
Dolls and booksSince 1986Middleton, USA
How it started
Bought from its founder.
$700Mpaid by Mattel in 1998
Mattel agreed in June 1998 to buy Pleasant Company, Pleasant Rowland's direct marketer of American Girl dolls and books.
How big it is
How big is American Girl?
3Flagship American Girl storesFY2025
Its place in Mattel
Mattel's direct-to-consumer doll business.
American Girl brings Mattel a direct marketer, retailer and children's publisher, tested as its own goodwill reporting unit.
Who it competes with
What Mattel does not disclose
- American Girl sales or gross billings (reported inside the Dolls category)
- Number of boutique stores (the 10-K names only four other cities)
- American Girl operating profit
- Books or dolls sold
The group behind itMattel
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Sources
Every number on this page comes from Mattel's own reports.
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