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

Facing fears, running into roadblocks, and learning from mistakes? That’s life. Responding with optimism and resilience? That’s character—the kind we build in girls everywhere, every day through stories and experiences both timely and timeless.

Strong characters. Powerful stories. Trusted advice.

In every book—and we’ve published more than 800 of them!—the words we write are chosen with intention and purpose, to inspire girls to think about who they are and who they want to be. From creating beloved characters who become role models to partnering with pediatricians and other experts who offer advice for each stage of girlhood, we give girls the confidence and courage they need to face challenges.

Goodness from cover to cover, with the power to bring out her best—and inspire her to change the world

Where you can always treasure time together

Watch how memories are made

When you walk through the doors of an American Girl store, you enter a place that celebrates individuality and encourages creativity. It’s where every experience cements stronger bonds between you and your girl—from a shared love of Maryellen or Melody to sharing stories over dessert instead of on social media.

The place where girls can enjoy childhood just a little longer

There for the first hug...and the thousands to come

She’s been there for every little secret and every big event. But through all the play and pretend, she may be more “loved” than you’d like. That’s why our doctors are ready at the American Girl Doll Hospital and our stylists can’t wait to serve you at our in-store salons. You can even do it yourself with guidance from our how-to videos. No matter what help you need, we’re always there—just like the friend she can’t do without.

Care without compare—from a hospital designed just for dolls to advice for detangling hair

Giving what counts

Courtesy CentraCare Health - St. Cloud Hospital, St. Cloud, MN

With more than $125 million in donations of dolls, books, clothes, and cash over our 30-year history, we bring smiles to those in need when they need it most.

One more way we contribute to girls’ well-being

Tell us your American Girl story

Use #CharacterCounts to share photos, videos, and stories of how you’ve overcome loss with love, despair with hope, and struggle with perseverance.