Our Company

American Girl's mission is to be a trusted partner in building girls of strong character

Since the first catalogue debuted in 1986, American Girl has been a source of strength, optimism, and delight for all girls. A trusted place where important values like compassion, tolerance, and love are championed and encouraged— a place where character has always mattered.

American Girl is best known for imparting valuable life lessons through its inspiring dolls and books—featuring diverse characters from long ago and today—that teach girls about loss and love, about despair and hope, about caring and coping, about life and death—things young girls worry about; things we all worry about. To millions of girls, these characters have become role models—helping them think about their own character and the kind of person they want to be when life inevitably presents them with challenges and disappointment. These are stories filled with lessons of kindness and simple goodness—a goodness that has the power to change a girl and change the world.

American Girl's product lines include the following:

  • Introduced in 1986, American Girl’s flagship historical line features 18-inch dolls, books, and accessories that teach girls ages 8 and up important lessons about our country’s history and the role of women and girls in shaping our country. The line currently features 11 characters and stories that span over 200 years, from 1764 to 1974.

  • American Girl magazine was introduced in 1992 and is the company’s very first contemporary offering that affirms self-esteem, celebrates achievements, and fosters creativity in today’s girls. The award-winning magazine ranks among the top ten children’s magazines in the nation and is the largest magazine dedicated exclusively to girls.

  • In 1995, the company debuted a contemporary 18-inch doll line that has since evolved into Truly Me™. The line encourages a girl to express, explore, and discover who she is right now—to find the confidence to be her true self.

  • Bitty Baby™, a line of huggable baby dolls, was also introduced in 1995 to help teach younger girls ages 3-6 important life skills like caring and nurturing.

  • In 2001, American Girl introduced Girl of the Year™, that gives voice to a diverse range of personalities and backgrounds through inspiring characters that offer girls a broader worldview and help teach acceptance.

  • In 2016, the company launched WellieWishers™, a line of 14 ½-inch character dolls, early chapter books, and accessories for girls ages 5-7 that teach kindness and empathy. The WellieWishers stories are further brought to life via an original animated series.

American Girl products are marketed and distributed through the company’s award-winning catalogue; on its website, americangirl.com; in its proprietary U.S. experiential retail stores, as well as at select specialty retailers in Canada and the UAE. The American Girl books are also available through retail and online booksellers. Since 1998, American Girl has been a wholly owned subsidiary of Mattel.