: At the time, Mattel sought to diversify its brand offerings and tap into American Girl’s highly successful direct-to-consumer model and high-end brand loyalty.
: Following the sale, founder Pleasant Rowland remained as president of the American Girl division for a transitional period to ensure the brand’s unique educational and historical mission remained intact. Impact on the Brand when did mattel buy american girl
: Mattel leveraged its resources to produce direct-to-video movies and a wider array of digital content to keep the brand relevant in the 21st century. : At the time, Mattel sought to diversify
: While the "Historical Characters" (now BeForever) remained core, Mattel introduced more contemporary lines and eventually expanded retail presence into boutiques within stores like Kohl’s and Toys "R" Us. : At the time
Under Mattel’s ownership, American Girl underwent significant expansion: