Holiday toy season is in full swing, and TODAY’s Dylan Dreyer is giving viewers a closer look at an iconic brand that has been topping wishlists for four decades: American Girl.
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Founded in 1986 by educator and philanthropist Pleasant Rowland, American Girl brought history to life with its three original dolls: Kirsten, Samantha and Molly.
“Pleasant Rowland really saw a hole in the marketplace,” American Girl’s senior director of global brand marketing Deena Taylor tells Dreyer on a recent visit to the flagship New York City store. “There [were] only baby dolls and fashion dolls, and so she wanted to create a company that really put girls at the center and sort of gave them the courage and confidence to go forward in life.”
Forty years later, American Girl, now owned by Mattel, has sold more than 40 million dolls and expanded its collection to include over 50 characters, spanning historical to contemporary. Each “girl” has a unique backstory, which Taylor says are developed in consultation with historians, museum curators and educators.
And this year the brand is bringing six of its original characters to a new generation. The limited-edition Modern Era Collection reimagines Samantha, Addy, Felicity, Josefina, Kirsten and Molly as modern girls, while incorporating nods to their historic counterparts.
For legacy fans, Taylor notes that the original 18-inch dolls aren’t going anywhere, and this October they can also look forward to the release of “Samantha: The Next Chapter,” a historical-fiction novel by New York Times bestselling author Fiona Davis that continues Samantha Parkington’s story as an adult in 1920 New York City.
Ready to shop along at home? For one day only (Oct. 5), American Girl is giving viewers 20% off the Modern Era collection with code TODAY.
American Girl Modern Era dolls seen on the 3rd Hour of TODAY
The Modern Era collection takes the six original dolls and reimagines them in a smaller, 14.5 inch size (standard American Girl dolls are 18 inches) for a younger generation. This Samantha doll is the contemporary version of Samantha Parkington. In this iteration, she stays true to her trendsetting ways with statement bows, gold-tone accents and plaid prints, which nod to her 1904 heritage. All Modern Era dolls come in a keepsake box, too.
The historical version of Addy is the doll Taylor had growing up. This updated take features a faux-rattan woven bag inspired by historical Addy’s straw bonnet, as well as a faux cowrie shell necklace that hearkens to her heritage.
Since the historical Felicity doll loved riding horses, this version features a saddlebag purse with a horse charm, as well as a bronze buckle inspired by her original shoe. Better yet, she wears her original beaded necklace (which happens to be back in style in a big way).
With a faux-leather purse with colorful primrose embroidery on the flap, Josefina of New Mexico honors her late Mamá.
With blue eyes, space buns and a heart-shaped purse inspired by her historical character’s spoon bag, Kristen puts a fresh spin on the Minnesota farm girl born into a Swedish immigrant family.
Paying homage to Molly McIntire’s World War II-era style, this iteration of her features a preppy look of puff sleeves, argyle and even a bracelet with a silver metal heart charm, calling back to the locket that held her dad’s photo.
Related
American Girl Historical Characters dolls seen on the 3rd Hour of TODAY
American Girl’s historical characters are “developed with councils of people,” according to Taylor. “We talk to historians [and] museum curators and educators and teachers to really understand American history and make it come alive through these stories.” Samantha Parkington, whose story is set in New York in 1904, was one of the first dolls released by Pleasant Company. Now, American Girl is publishing its first novel for adult fans about the character, “Samantha: The Next Chapter,” written by New York Times bestselling author Fiona Davis.
With a story set during the Civil War, Addy Walker dreams of — and achieves — freedom. As is true for all historical dolls, Addy comes with a paperback book of her story.
With a ponytail that keeps her hair out of her face, Felicity Merriman is a bold character who would rather be riding a horse than paricipating in the activities colonial girls were expected to do Williamsburg, Virginia in 1774.
Josefina Montoya is a compassionate girl who lives on a rancho in New Mexico in 1824, not long after Mexico gained independence from Spain.
Helping her Swedish immigrant family on their farmstead in Minnesota, Kristen Larson comes with a gingham bonnet, a spoon bag and more accessories from her 1850s era.
Living in Illinois during the second world war, Molly is a high spirited girl known for lending a helping hand. With an argyle sweater, Mary Jane flats and sweet bows on her braids, she has a preppy look.
American Girl accessories
Do like Dreyer and put your doll in this backpack carrier, which is available in both 14.5- and 18-inch sizes.
With the purchase of one mystery pack, your doll will get one of six dishes — the catch is, you won’t know which one until you open it up!
In many households, Elf on the Shelf has quickly become a holiday tradition. Now, your dolls can have one, too!
If you or your child like to keep American Girls on display, this stand will come in handy.
Designed for 18-inch dolls, this trick-or-treat set gets dolls in on the Halloween fun.
How we chose American Girl dolls and accessories
The Shop TODAY editors and writers search the internet to find the best products and sales out there. We research products, interview experts and use our own personal experiences to curate our recommendations and make shopping easier for our readers. Learn more about Shop TODAY.
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