|  | Discover the power of girls. | | American Girl celebrates the potential of girls—to dream, to grow, to aspire, to create and to imagine. That’s why all of our books embrace who she is today, and encourage her to “follow her inner star” and see what she may become tomorrow.
With dozens of award-winning titles, you’ll see why American Girl has sold 100 million books to date—books that girls love and moms trust.
Put the power of girls to work for your business. Contact us at 1-800-233-0264 to speak to a sales rep and find out more.
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| Mission | | | To Celebrate Girls |
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| American Girl is there for girls every step of the way—as they begin to read, start school, face issues about friends and family, and dream about setting off on their own adventures. It is no wonder that our titles have graced the bestseller lists of the New York Times, Publishers Weekly and BookSense, in addition to garnering dozens of awards from parents groups and industry leaders.
Character Books
American Girl’s character books feature historical fiction that teaches history, traditions, and values, artfully weaving together education and entertainment. Each character’s story is told in six compelling books, focusing on family, school, holiday, birthday, summer, and winter adventures. Gentle life lessons throughout the stories remind girls of such lasting values as the importance of family and friends, compassion, responsibility, and forgiveness. Full of wisdom and encouragement, the stories show girls how to meet their own challenges with strength and courage
These stories are finding huge audiences and continued success as they are translated to other media. The Samantha: An American Girl Holiday TV movie was a tremendous hit in 2004, followed up by the extremely popular Felicity: An American Girl Adventure in 2005. More forays into TV and film are planned in the coming years, as an excellent way to introduce the American Girls’ stories to girls across the country.
Advice and Activity Books
These contemporary books provide the insightful advice and absorbing activities girls enjoy, inspired by features in our own American Girl magazine! From quizzes, cooking, and art projects, to boys, babysitting, friends and hair care, American Girl has sold over 10 million advice and activity books that guide adolescent girls through a difficult and wonderful time (including more than 1.5 million copies sold of The Care & Keeping of You, The Body Book for Girls!) |
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| | Categories such as “Just for Fun” “Be Your Best” “Body & Mind” “Do-it-Yourself” and “Memories” also make it easy to merchandise our award-winning titles in your store. Color-coded segments help girls and moms find more of the books they love. |
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| American Girl—Fast Facts | | We celebrate girls.
At American Girl, we understand girls’ hopes and dreams. We know what ignites their curiosity and inspires their creativity.
How do we know what girls want?
Because they tell us—in the heartfelt letters they send to American Girl magazine, and in letters and e-mails from grown-up girls now making their way in the world. Every book we publish grows out of our ongoing conversation with girls. We’re proud to create books that give them what they need, when they need it most.
Who is reading American Girl books?
Girls, ages 4 and up. Although girls today have a busy lifestyle—filled with friends, sports, school activities, dance classes, and homework—they still enjoy reading. In fact girls spend 5-10 hours per week reading for fun, and the books they most often choose are series and chapter books based on well-known characters who frequently inhabit other media.
Why are girls drawn to American Girl books?
Because they are extremely engaging stories, celebrating what it means to be a girl, in this time period and many others.
Why are moms impressed with American Girl books?
All of our books are both fun and educational. Not only do they encourage girls to read, they also present key messages about the importance of family, friendship, and personal integrity—good values that moms applaud.
How do they sell?
From 1999 to 2003, American Girls Collection books performed significantly above the industry growth rate. In fact, more than 100 million American Girl books have been sold since 1986, making American Girl one of the top children’s publishers in the nation. With incredibly popular products that inhabit many different media, two-thirds of moms and girls recognize American Girls characters, even if they’ve never made a purchase. That means your customers already know Samantha, Felicity, Kit and the rest. They are just waiting for the American Girls to come to your store. |
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| Brand Facts | | Over 100 million American Girl books have been purchased since 1986 through book retailers nationwide.
American Girl® magazine has a circulation of 700,000 and receives over 13,000 pieces of reader mail after each issue.
American Girl Place Chicago and New York, each featuring boutiques, a Cafe, and a professional Theater, have welcomed more than 5 million visitors to their stores.
An additional American Girl Place store will open soon in
Los Angeles.
Americangirl.com will receive 13.6 million visitors this year, and “Fun for Girls,” the editorial-content section of the Web site, attracts over 7.2 million visitors per year.
6 million viewers watched the made-for-TV movie Samantha: An American Girl Holiday, which premiered
on The WB Network in November 2004.
American Girl’s target audience is generally 7- to 12-year-old girls, with a specific focus on the core 7- to 9-year-old girl.
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| Brand Awareness | | 57 million American Girl consumer catalogues are mailed
to moms and girls each year.
92% of girls ages 9 to 12 are aware of American Girl books, according to a 2004 awareness and penetration study.
96% of adults with 7- to 12-year-old girls in their
households had some awareness of the brand, according
to the same study. |
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| Brand Strengths | | American Girl’s greatest brand strength is its voice, which embodies a positive, age-appropriate point of view that real girls can relate to and that moms trust.
The American Girl voice is unique in the girls’ marketplace and represents a distinct point of difference from other girls’ brands.
American Girl products and experiences have educational merit as well as entertainment value—like “chocolate cake with vitamins.” |
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| Moms trust American Girl because we are:
• Wholesome
• Age-appropriate
• Safe
• Trustworthy
• High Quality
• Educational
• Fun
Girls love American Girl because we are:
• Fun
• Real
• Happy
• Smart
• Exciting
• Special
• Cool |
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