Cata
The Business of Being an American Girl
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How have American Girl dolls influenced young girls' identity development and cultural ideas of the modern “American girl?” American Girl dolls are among the best-known toys in the industry today, but have you ever wondered how they got there? In my SeniorEx, I will explore both the good and bad of American Girl dolls, exploring how the company has become a nationwide success, and the complications that come with it. The company was founded by Pleasant Rowland, an elementary school teacher in Wisconsin, who came up with the idea after a visit to Colonial Williamsburg. Since its founding, American Girl dolls have provided children with a fun entryway into historical learning, but have expanded into in-store experiences and contemporary dolls. American Girl Dolls can both support empathy and self-exploration for children, while also demonstrating limited versions of girlhood and commodified history. My presentation also examines the company's shifts in branding after its acquisition by Mattel, moving towards lifestyle branding that helped skyrocket its success and generational impact.
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A college preparatory boarding school for grades 9-12
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