American Girl, the doll company founded in 1986, is celebrating its 40th anniversary through special books and collections. The milestone highlights its historical dolls, associated book series, and enduring appeal to young readers. Fans praise its focus on girls' perspectives in history.
Pleasant Rowland launched the Pleasant Company in 1986 from Madison, Wisconsin, after noticing a lack of young girls' viewpoints in historical sites like Colonial Williamsburg. The first 18-inch historical dolls—Kirsten Larson, Samantha Parkington, and Molly McIntire—debuted that year, followed by Felicity Merriman in 1991, Addy Walker in 1993 (the first Black doll), and Josefina Montoya. Each character anchored a six-book series starting with a 'Meet [name]: An American Girl' volume, blending history with play through accurate outfits and accessories, described by Rowland as 'chocolate cake with vitamins.' Sydney Jean, founder of American Girl Doll News, said, 'American Girl didn’t talk down to us. It’s very special because it shows us all we have a place in history.' Mattel acquired the company in 1998, with Rowland retiring in 2000. Expansions included contemporary dolls (originally American Girl of Today in 1995, later Truly Me), annual Girl of the Year dolls, middle-grade mysteries, and guides like The Care and Keeping of You (1998) and a magazine from 1992 to 2019. The first American Girl Place store opened in Chicago in 1998; seven remain in the US and three in Mexico. Now featuring over 50 characters, including recent twins Nicki and Isabel Hoffman set in 1999, the line covers periods from the 1760s with Kaya to the Harlem Renaissance with Claudia. For the anniversary, American Girl released The Making of American Girl book, Samantha: The Next Chapter by Fiona Davis (set in the 1920s post-19th Amendment), and the smaller 14.5-inch Modern Era collection of the original six dolls, priced at $90 and drawing mixed fan reactions. A 2022 Smart Girls Guide on body image referenced trans-affirming care, prompting criticism from right-wing groups. Fans like Jean urge more historical dolls from diverse backgrounds to sustain the brand's legacy.