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We believe in creating girls of strong character. Because character counts.

For more than 30 years and counting, we’ve encouraged and empowered girls to act with compassion, respect, and strength.

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Shop Luciana
Luciana's ready to soar into the next chapter of her story
Explore her world
Shop WellieWishers
Connecting at the carnival
See all the WellieWishers' friendship fun
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Kit harvests her hard work
Bring home what's new
Shop Bitty Baby
Celebrate a year of firsts
Check out Bitty Baby's birthday favorites
Coming this year: American Girl Live

Experience our stories like never before, in an all-new touring musical from Mills Entertainment.

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WellieWishers™: Garden Fun
Discover how to make friendships grow strong.
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