Head Office
American Girl
8400 Fairway PI,
Middleton, WI 53562-0497
Customer Service
Phone: 1 800 845 0005 (general help)
Phone: 1 877 247 5223 (retail help)
Email: service@mattel.com (support)
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About American Girl
American Girl is a premium brand for girls, widely popular for the educational dolls with historic backstories. The company was founded in 1986 by a retired teacher and writer, Pleasant Rowland. What started as a catalogue-only brand, quickly diversified into a brand empire which includes retail stores with cafes, magazines, books and doll hospitals. The American Girl dolls retail at $98 and more, with customers also having the option for made-to-order custom dolls crafted with different skin tones and hair types. The company’s operations are based out of Middleton, Wisconsin.
American Girl with its flagship line of historical characters vies to give the millennial generation a dramatic insight and understanding of role played by women in shaping the history of the country. From the Truly Me collection, the 18-inch doll line that encouraged its young audience to explore, discover and express, to Bitty Baby, the 15- inch baby dolls which emphasized on the important life skills of caring and nurturing, American Girl has been in the market with inspiring doll editions and is a favourite among masses. In 2016, the brand made a debut of WellieWishers, which is a line of 14.5-inch dolls, chapter books, and the accessories focused on girls aged 5 to 7, teaching them the process to build a long-lasting friendship. The line also followed up with an original animated series, keeping its customers engaged in more than one way.
American Girl has got two warehouse operations and distribution facilities spread out on 600,000 square feet. The company has added another warehouse and a distribution centre at DeForest, Wisconsin. The brand currently operates 17 retail stores throughout the United States. American Girl manages retail facilities in an area totaling 1.3 million square feet and employs 1400 people for its full and part-time employment programs. The company has registered the sale of 33 million dolls so far through the website, catalogue, and the retail stores. The AG’s catalogue also ranks among the top thirty consumer catalogues in the United States. The company enjoys a widespread reach on their social media platforms with a combined audience of 2.4 million on Facebook, Pinterest, Twitter, Instagram, and YouTube.
American Girl website receives 25 million visits on average, each year. The website lists dolls, furniture & accessories, clothing, books, for sale. In addition to this, customers can click on ‘create your own’ option, and design a doll that matches their choice. You can choose the skin tone, clothes, and accessories and then pay for the created piece to be delivered to your address. The order created by customers takes a bit longer than the off-the-shelf pieces. More information will be provided during checkout. The collections available on the site include, Truly Me, Girl of the Year 2020: Joss, Girl of the Year 2019: Blaire, Girl of the Year 2018: Luciana, Welliewishers, Bitty Baby and other doll care products. You can add the doll or related products to your cart, and if interested, you can personalise the doll too, for example, you can add the $16 ear piercing service. Payment for purchases can be made through Mastercard, Visa, American Express and Discover. If the purchase is not verified by the system, a merchandise credit is issued for the customer. All the returns and exchanges of online items are processed at any of the American Girl stores except the Hershey, PA outlet store.
