American Girl operates a chain of retail stores specializing in the sale of children’s toys. Through selling female-empowering dolls and offering dining, parties, and special events, the retailer creates a fun, carefree experience for young ladies. The chain always looks to hire and develop exceptional associates capable of maintaining the distinctive store atmosphere.
American Girl’s mission is to celebrate girls by embracing who they are today and looking forward to who they will become tomorrow.
Through American Girl’s Shine On Now™ charitable effort, the company supports important causes and encourages girls to be their best by providing ways to give back in their communities. American Girl also donates millions of dollars in cash and products to aid organizations dedicated to the needs of children.
Designed for girls ages three to twelve, American Girl works to inspire adolescents to learn, create, and grow. The chain earns notoriety for selling a variety of 18-inch dolls, with over 2 million sold since conception in 1986. Books and school supplies to further encourage personal development also stand readily accessible to patrons via the company retail chain. Since 1986, the retail chain sold over 140 million books. The brand catalog remains the largest consumer toy catalog in the U.S. and boasts a following of millions. The specialty retail chain operates as a wholly owned subsidiary of Mattel, one of the largest toy companies in the world.
American Girl launched Innerstar University, an online virtual world featuring the My American Girl contemporary doll line, on July 13, 2010. Access to the online world is via a Campus Guide, bundled with purchase of a My American Girl doll, which contains an access code for the creation of a doll avatar that then navigates the various games, shops, and challenges of the virtual campus of Innerstar U. The launch was simultaneous with Shine on Now, a fund-raising effort Kids In Distressed Situations, National Association of Children’s Hospitals and Related Institutions, National Wildlife Federation, and Save the Children charities.The company has also donated “almost $500,000” over several years to national non-profit homeless housing group HomeAid.[13] These contributions are mainly through its Project Playhouse program.
