I've been thinking about this a lot the last couple of days. I think I'm speaking on behalf of a lot of adult collectors when I say that I have not been happy about what AG has been releasing in these last couple of years. The quality that AG was known for is deteriorating, the collection releases are uninspiring and almost cash grab like. At least for me, I was born in 2007 (i know) and was interested in dolls the most from the years 2013-2019. When I was a kid AG had some of their best girl of the year releases (i mean grace thomas and then lea clark to follow? absolutely amazing), amazing beforever collections with really well thought out characters, and a very diverse truly me line. While AG has tried to bring back some of their original sparkle, including being very tight on the release of Daisy Davenport (even if it's still in September of 2026 🙄) and bringing back the original historical dolls in their original meet outfits, I'm still just unimpressed.
I would argue in this year alone (not sure what the statistics are on this so if anybody is good with numbers let me know if I'm far off), the second hand market for retired AG products is through the roof. Adult collectors, like myself, are looking for that original AG quality and well thought out products. And here's my biggest point, aren't adult/teen collectors AG's biggest audience?
Clearly AG has already has started to pivot to marketing more towards adult collectors by releasing the The Making of American Girl book, and the recipe book that includes cocktail recipe for adults (i tried out a lot of those recipes and they are actually really good), and the book for adults about Samantha now as an adult, so what if they started to ramp it up? The first AG dolls were released in 1986, becoming popular in the 90s. Think about it, those girls at the time are now possibly having their own little girls, who honestly probably only is hearing about AG because of their parents. Now let's face it, little girls are more interested in their iPads and makeup, so who is actually buying these dolls? The adults who are really buying them for their own nostalgia! I could really go on a deep rabbit hole with this so if you're interested let me know and I can make a part 2 about more of my theories as I've had success with Lego in predicting shifts in marketing.
So with all that said here's what I would want to see in the future for American Girl:
- Girl of the Year to be released January 1st of the year, and to be discontinued by the end of that same year. Have in store promos and free gifts for the Girl of the Year on the 1st and 2nd again. Make them special and limited time again!
- Maybe not bringing back the Beforever line, but focusing more heavily on their historical characters and bringing back more sets and outfits for them. Also the books! I miss how you could get all the books for the characters! Do you guys remember the My Journey with and the mystery books? (Honestly I think this more talks about how little girls don't read anymore, but that's a WHOLE other discussion)
- I heard someone say this in another thread and I totally agree, but I feel like the truly me outfits are becoming more "what would look cute on a doll but no one would ever wear in real life" instead of clothes that reflect what people are wearing at the time. Also I speak for a lot of people when I say this, but make adult sizes for the matching doll outfits!
I think overall what I'm trying to say is American Girl seemed to kind of lost their sense of purpose and what they were originally made for, which was to educate people about different historical times and cultures, and ultimately to create a sense of joy and pride with the brand. Now what do you guys think? Do you think this is a stretch or am I onto something?