
Raised on promises…begins Tom Petty’s track about an American girl searching for more. In sum, Mattel’s popular and exceedingly attractive American Girl dolls and abundant accessories offers something, well, less.
Last week, I took my daughters to the American Girl Placein Los Angeles. Like its counterparts in other parts of the country, the Los Angeles store is a showplace and sales center for American Girls dolls and accessories. It also features a doll hair salon, doll hospital, restaurant and photo studio. Since its opening in 2006, the Los Angeles store has become a site for themed birthday parties and a popular tourist attraction.
The American Girl business was founded as Pleasant Company in 1986 by Pleasant T. Rowland. Rowland, an educator, writer, and entrepreneur, realized that while the doll market included baby dolls to facilitate mothering and care-giving play, and “Barbie” dolls tailored to the experiences of teenagers and young adults, there were virtually no dolls that realistically represented girls in the eight-to-twelve age range. This realization, in combination with a trip to Colonial Williamsburg, inspired her to create a line of books, 18-inch historical character dolls, and accessories. The line now also includes a series of arts and craft, inspirational, and low-key self-help books, American Girl Magazine, “Just Like Me” 18-inch dolls, and baby dolls. Like the original American Girl dolls, these products are designed to “celebrate girls and all that they can be, [and to] help girls grow up in a wholesome way, while encouraging them to enjoy girlhood through fun and enchanting play.” Mattel, Inc. acquired American Girl in 1998.
To date, 16 million American Girl dolls and 127 million “American Girl” books have been sold. This is astonishing. 16 million is simply a lot of dolls designed for pre-teen girls in an era when even 5-year-olds are abandoning dolls. My older daughter, Reiley, played with baby dolls until she was about 6 years old; perhaps because she once dreamed of being a fashion designer, she enjoyed dressing Barbie and Polly Pocket dolls for a few years longer. Reiley’s thirteen now and, although the trip to American Girl Place was her idea – we went to the store in New York City when she was a little girl and I’d long promised a trip to the LA store – wasn’t interested in the dolls. She was looking for athletic wear for her doll – a garage sale find that’s currently gone missing. (She didn’t say, but I think the plan is to dress and display her doll much as I do a small collection of soft-bodied dolls on the top shelf in my home office.)
Her five-year-old little sister, Olivia, was much more interested. She picked out a Just Like Me doll, clothes and accessories, and a matching dress for herself. At a total cost of $202 plus tax, it’s clear that buying into the American Girl dream easily exceeds what the average U.S. family of four spends on groceries each week. That said, I have to admit, the shopping experience at American Girl Place was a lot of fun. My selections easily more than doubled the total for Olivia’s: Just Like Me doll set ($110), “Julie’s” floral jumpsuit that reminds me of a pair of pants I had when I was a little girl ($24), yoga outfit and accessories, including a mat ($30), bicycle with sissy bar ($85 – keeping in mind that dependable bikes for flesh-and-bone 9-year-olds don’t cost much more), and “Lanie’s” camper with accessories ($295, though it’s currently sold out) for a pre-tax total of $544!
Of course, I had no intention of opening my wallet anywhere near that wide to get a doll, no matter how cool – come on, a doll that looks like me, wears some combination of yoga clothes and hippie chic, and lives in the best-equipped particle board camper in town – who woudn’t want that? Yet my enthusiasm easily supports marketing professors John F. Sherry Jr., Raymond W. and Kenneth G. Herrick’s argument that American Girl shoppers tend to attach a set of meanings to the product and the retail experience, even creating memories, family stories and values around them. Ah, ha! Admittedly, it is eerie seeing so many relatively big girls and their dolls dressed alike, but both the “window” shopping and reminiscing is fun.
It’s also disturbingly exclusionary. Bracketing the question of representativeness – is the inclusion of Mexican-American Josephina (circa 1824) and homeless Gwen (friend to 2009 doll of the year, Chrissa) sufficiently “American”? – many pretty typical, actual American girls are routinely left out of the American Girl experience. Most notable among them is Etta from Brooklyn, who’s American Girl look-a-like doll, Gracie ($29.99 at Target), was refused service at the American Girl doll salon in New York because she isn’t “a real [American Girl] doll.” I recently learned that because Etta was a guest at a friend’s American Girl birthday party, she could have avoided the ridicule associated with bringing Gracie along by borrowing a genuine American Girl doll on-site.
So how can an everyday American girl make her way into the American Girl club despite her parents’ income and/or ethics? A quick online search buttressed by a week of casual conversations with middle-income Southern California moms suggests that despite Gracie’s arguably substandard craftsmanship, look-alikes top the list of ways to “do American Girl” on the cheap. Another tack is to suck up the cost of an authentic American Girl doll – especially if the doll is earned for, say, reading the books – and purchase knock off togs and accessories, including those available to make or buy for Gracie and similarly sized dolls. This approach is favored by those willing to search Craigslist, Amazon, and eBay for a “real” American Doll at much less than its $95 minimum retail price.