The latest earnings reports confirm something’s going wrong: American Girl’s sales declined 12 percent this past quarter, one of its biggest drops in recent years.
A boy character is a good idea, but unless Mattel addresses American Girl’s increasing triviality it will have converted the iconic dolls into just a bigger set of Barbies.
For the kid who wants to grow up, who feels limited by childish things and stereotypical advertising, dolls can be a vehicle for new adventures and experiences.
Trying to avoid yet another stuff blizzard this Christmas? Slip this tried-and-true classic toy wishlist into your parents’ paws.
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