Companies / American Girl

Rank in U.S.
Performance Score:
55 out of 100

American Girl, a wholly owned subsidiary of Mattel Inc., sells high-end dolls, books, clothing and accessories for girls ages 3 through 12 via catalog, online and in retail stores. The company faced a consumer backlash in 2017 when it changed its dolls so that the underwear was no longer removable. The company addressed the issue on Facebook, promising consumers that the change will not affect the ability of children to dress the dolls any way they like. In a statement to the website Jezebel, the company said the change was made partly to keep manufacturing costs down. The company also said “new underwear design will make play easier for some children and will ensure the underwear cannot be lost.”


8400 Fairway Place, Middleton WI 53562

Parent Company

Mattel Inc.

Merchant Type

Catalog/Call Center

Merchandise Category


Year Launched: 1999

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