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Our purpose, We celebrate girls

Bringing out the joy of girlhood is at the heart of everything we do. Through adventurous stories and imaginative play, we give girls the chance to discover who they are—and who they’re meant to be.

No matter if she’s a toddler or entering her teen years, every girl can find inspiration to be her best, to grow a strong mind and spirit, to laugh while she learns to be resilient, confident, and kind. Most of all, we hope to open girls’ eyes to a bigger world so they can create a brighter future for us all.

Historical character dolls


Our flagship historical characters launch, featuring 18-inch dolls with wide worlds of play for girls ages 8 and up. Each character is highlighted in a book series that explores her era and offers a dramatic understanding of the role women and girls played in shaping our country.
Shop historical characters
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Truly Me dolls


A contemporary 18-inch doll world that has since evolved into Truly Me™ debuts. These dolls encourage a girl to express, explore, and discover who she is right now—and to find the confidence to be her true self.
Shop Truly Me

Bitty Baby dolls


The world of Bitty Baby®, a 15-inch baby doll, arrives to help teach younger girls important life skills like caring and nurturing.
Shop Bitty Baby

Advice and activities books


Contemporary books, highlighted by expert advice and hands-on activities, join the American Girl library of historical fiction to expand the range of topics and entertainment for girls.
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Animation of American Girl stores


The first American Girl store opens in Chicago, bringing to life all the characters and experiences girls love in an award-winning retail environment. In subsequent years, our stores spread across the country, giving girls nationwide the chance to enjoy dining, celebrations, salon treatments, and hands-on activities like nowhere else.
Explore our stores

Animation of Girl of the Year dolls


Girl of the Year™ joins the American Girl world as 18-inch contemporary character dolls who experience modern-day issues and give voice to a diverse range of personalities and backgrounds.
Shop Girl of the Year

WellieWishers dolls


The WellieWishers™ blossom to life with a world of 14.5-inch character dolls, early chapter books, and accessories for girls ages 4-7 that teach how to build lasting friendships.
Shop WellieWishers

Create Your Own dolls


The ultimate experience in personalization arrives with Create Your Own, enabling girls to design the doll and apparel they’ve always dreamed of.
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Since our start in 1986, we’ve dedicated our entire business to being a trusted partner in building girls of strong character and helping them reach their full potential. As a wholly owned subsidiary of Mattel, we are one of the nation’s top omni-channel marketers, with direct, retail, and publishing divisions to serve the American Girl brand and our customers.

We’re headquartered in Middleton, Wisconsin. With 12 American Girl® retail stores and an additional warehouse and distribution center in DeForest, Wisconsin, our facilities total over 1 million square feet.

Ready to learn more?

For media inquiries, email us at Our response time may vary, so thank you for your patience. If you are not 18 years of age or older, ask a parent or guardian for permission before contacting us.

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