History / Timeline / Divisions and Brands / Corporate Philanthropy

Pleasant Company was founded in 1986 by Pleasant T. Rowland, a former educator and publisher of educational materials. Since that time the company has sold more than 61 million books and 5 million dolls to a nationwide audience of girls. Pleasant Company's products aim to enrich the lives of American girls by fostering pride in the traditions of growing up female in America and celebrating the lifestyle of girls today. Mattel, Inc., the world's leading toy maker, acquired Pleasant Company in 1998. Pleasant Company continues to operate as an independent subsidiary out of its main headquarters in Middleton, Wisconsin.

1986 Kirsten®, Samantha, and Molly® introduced to The American Girls Collection®. First consumer catalogue mailed. 1987 Girls' historical fashions introduced to The American Girls Collection®. 1991 Felicity® introduced to The American Girls Collection®. Felicity's Elegant Tea Party in Colonial Williamsburg attracts 11,000 people. 1992 American Girl® magazine debuts. The American Girls Fashion Show® debuts. 1993 Addy® introduced to The American Girls Collection®. America at School® curriculum unit introduced. 1995 American Girl Today™ (contemporary dolls and accessories) introduced. American Girl Library®, a series of contemporary advice and activity titles, debuts. American Girl Gear, girls' contemporary clothing and lifestyle products, introduced. Bitty Baby® line is born. 1996 New living history programs launched, including Felicity in Williamsburg and the Kirsten at Gammelgarden tour. americangirl.com goes online. 1997 Josefina® introduced to The American Girls Collection®. American Girl Gear Debuts 1998 American Girl Place, Pleasant Company's first retail and entertainment site, opens in downtown Chicago. 1999 Amelia™ joins the American Girl family. Backpack Books launched. American Girls Short Stories™ published. History Mysteries and A. G. Fiction novels launch for older girls 10 & up. Daughters newsletter debuts for parents of adolescent girls. A. G. Gear is relaunched with a stand-alone catalogue and new fresh Looks and Lifestyle accessories. American Girl's e-store goes live. DeForest, Wisconsin, becomes home to a new warehouse and distribution facility. 2000 Wild at Heart fiction series launches. Pleasant T. Rowland retires as president of Pleasant Company. Ellen Brothers is appointed as the new president of Pleasant Company and executive vice president of Mattel, Inc. Kit, a clever and resourceful girl growing up in 1934 during America's Great Depression, is introduced to The American Girls Collection®. Pleasant Company relaunches the classic Angelina Ballerina™ picture book series and debuts related merchandise for girls ages 3 and up. AG Mini*s™, a line of tiny rooms to change and arrange, debut. Pleasant Company Publications launches Matchbox Books™ for boys ages 3 and up.

Pleasant Company is made up of four operating divisions that serve the American Girl brand and its customers. The Consumer Catalogue Division is responsible for direct-mail sales of all American Girl merchandise to millions of households around the United States. The Publications Division comprises a full in-house editorial and marketing staff. This division publishes and markets American Girl books and the company's award-winning magazine American Girl®, and Daughters newsletter, directly to booksellers, consumers, schools, and libraries. The Retail Division launched American Girl Place™, the company's first retail destination, in Chicago in 1998. This division also runs the American Girl outlet store in Oshkosh, Wisconsin. The Customer Programs Division manages The American Girls Living History Programs™ and special charity events that educate, entertain, and promote a sense of community for American girls.

Pleasant Company has a long-standing commitment to children's charities nationwide. The company has generated millions of dollars for programs that support education, literacy, environmental awareness, multicultural appreciation, and fine arts through innovative partnerships with nonprofit organizations.     Pleasant Company administers its philanthropic efforts in several ways. The company's Fund for Children is a private foundation that provides grants for children's programs and services in Dane County, Wisconsin. Through its charitable donations program, Pleasant Company donates dolls and books to help raise funds for nonprofit organizations that benefit children under age 12. And an extensive special events program enables communities to use the appeal of the American Girls in their own fundraising efforts.