PLEASANT COMPANY NOW CALLED AMERICAN GIRL

Middleton, WI – January 9, 2004 – Company officials today announced that, as of January 1, 2004, Pleasant Company will be referred to as American Girl, Inc. According to Ellen Brothers, president of American Girl, “the change is in keeping with our desire to emphasize the strength of the nationally recognized American Girl brand and also serves to make our company name more consistent with how our customers, as well as the external financial community, identify with us.”

The change follows other modifications that have been implemented at the company over the past several years, including the change from Pleasant Company to American Girl on all catalogue covers beginning in 1998. The company’s order operators have also used “American Girl” when answering customer phone calls for the past 5 years.

The company’s publishing division, Pleasant Company Publications®, will remain unchanged.

ABOUT AMERICAN GIRL
For more than 17 years, American Girl has provided thoughtful, beautifully made products for each stage of a girl’s development, from her preschool days of fantasy play through her tween years of self-expression and individuality. The company is nationally known for the following brands: The American Girls Collection®, American Girl Today®, Hopscotch Hill School™, Bitty Baby®, Angelina Ballerina®, and Girls of Many Lands®. The company also publishes bestselling books from American Girl Library®, History Mysteries®, Amelia®, Wild at Heart®, and AG Fiction™, as well as the award-winning American Girl® magazine. To date, more than 90 million American Girl books and 8 million dolls have been sold.

Established as Pleasant Company in 1985 by Pleasant T. Rowland, the American Girl business was acquired by Mattel, Inc. (NYSE: MAT) in 1998. Deeply committed to its mission to educate and entertain, American Girl has earned the loyal following of millions of girls and the praise and trust of parents and educators.