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A Window Into Creating Holiday Magic


Featuring American Girl Place New York

The holidays are a time for making memories, drinking hot cocoa, and seeing the city all dressed up in twinkling lights. And for the past 20 years, American Girl has been creating holiday magic with dazzling window displays that capture the joy of being a girl. It all started with our very first American Girl Place Chicago store, which opened its doors in 1998. Each November, American Girl hosts Holiday Window Unveiling events in Los Angeles, Chicago, and New York for fans celebrating the season.

Take a look at what goes into making the magic!

Christmas in July

Christmas in July

American Girl’s creative team starts brainstorming holiday window ideas in the middle of summer! Graphic designers, copywriters, and visual managers from the three flagship stores (Chicago, New York, and Los Angeles) work together to come up with a concept. They decide how to pull it all together, from color and texture to how many dolls are in the windows.

Make it work

Make it work

Once the creative team agrees on a concept, the detail work begins. We start creating samples of the 3D elements in the window display and setting them up to see how it all looks in real life. This is when we discover the changes we need to make to shapes, sizes, and materials. This year, we fell in love with a shimmery fabric and shipped it here all the way from London!

Holiday magic

Holiday magic

Next it’s up to the visual teams at our flagship stores to put it all together. Each product window has a different amount of space to work with. So we translate the idea to each one to get the same “Wow!” effect. They install the graphics, and add festive touches like faux snow and twinkle lights. The Doll Hair Salon stylists give each doll in the display a hairstyle, and sometimes pierced ears. Then they set up everything inside the store windows and make sure it looks perfect. The scene is hidden until the big Holiday Window Unveiling event, when fans get a first look at the dazzling display. This year's event took place on November 2, but we'll do it all again next year, so make plans to visit one of our flagship stores to see it live.

FESTIVE FACTS from the AG creative team

Get in the holiday spirit

American Girl will host holiday dinners, cookie decorating events, and local theater excursions this holiday season. Visit to learn more.

©2018 American Girl. All American Girl marks are trademarks of American Girl.

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