AG Brand Overview

Building character through strong characters

To instill good values in your girl, she needs proper role models—and that’s exactly what our characters become through their stories. Except these stories aren’t simply lectures about how to behave in a wholesome way. They’re hard-won lessons discovered through adventures from the past and present, from the lively neighborhoods of New York City to the wilds of the Pacific Northwest. But no matter when or where our characters are from, each of them exemplifies what it means to be a girl of strong character—confident and loyal, courageous and kind.
Committed to craftsmanship and quality

The materials we put into our products must live up—and stand up—to any world your girl imagines. For our dolls, we use classic techniques for hair that’s ready to brush every night, lifelike eyes you can get lost in, cloth bodies contoured just right for thousands of hugs, and a sculpted face that’s asymmetrical, mirroring your own. If playtime—or a curious pet—gets too enthusiastic with one of our dolls, the American Girl Doll Hospital is ready to treat any oops or injury. Expert doll doctors can help your girl’s favorite friend look good as new and all set for more adventures to come.
Watch how we build in quality

Representing every girl’s story

We know our characters can’t cover every lived experience. That’s why we also give your girl the chance to choose a friend that best expresses the story she wants to tell about herself. To help tell that story to the fullest, we offer a diverse array of face shapes, skin tones, eye colors, and hair styles—or even no hair at all. And beyond accessories for traditional favorites like sports and music and animals, we’ve created everything from glasses and braces to diabetes kits and service dogs. From what she looks like to what she wears to how she engages with the world, each doll becomes so much more—a friend for every big moment and every little secret.
Always focused on authenticity

For everything we create, accuracy is paramount in the development process. That means we convene advisory boards filled with experts to make sure we get the history right in our stories—and go so far as to employ our very own in-house historian. It also means our team of product designers performs extensive research so—whether it’s a hairbrush or a Mars habitat—every item is as true to the original as possible. It means we work with child-development experts so our advice guides for girls give them the latest and best information to succeed. And it means you can be certain what your girl reads and plays with is as real and right as can be.
Bringing the American Girl experience to life

When you’re ready for time together you’ll always remember, American Girl stores are the place to be. The worlds girls could only see in their minds are made real as imagination turns to immersion. With exclusive shopping, doll-friendly dining, doll and girl salons, special events, and more, American Girl stores offer a day filled with make-believe and memories.
Watch what’s in store for you
Giving back the American Girl way

Contributing in our communities is important to us. But more than just raising funds to help others, we want to raise spirits. So as part of the more than $125 million we’ve donated over our 30-year history, we give dolls and books to those in need financially and medically so we can bring smiles to girls when they can use it most.

Children's Information (Optional)

Play with purpose

Building character through strong characters

Committed to craftsmanship and quality

Representing every girl’s story

Always focused on authenticity

Bringing the American Girl experience to life

Giving back the American Girl way

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Play with purpose

Building character through strong characters

Committed to craftsmanship and quality

Representing every girl’s story

Always focused on authenticity

Bringing the American Girl experience to life

Giving back the American Girl way