At the heart of everything we do is a simple mission: to celebrate the joy of girlhood. Through imaginative stories and playful adventures, we empower girls to discover who they are—and who they can become.

Whether she’s taking her first steps or stepping into her teens, every girl deserves inspiration to grow stronger, braver, and kinder. We believe in laughter, resilience, and opening eyes to a world full of possibilities—because when girls dream big, they create a brighter future for us all.

It all began in 1986 when Pleasant Rowland founded American Girl with a bold idea: stories with strong, relatable characters could inspire girls to make their mark on the world. And she was right. What started as a passion project soon became a movement, blending a love for American history with a commitment to meaningful play.

Our first product line, The American Girls Collection, was born after Pleasant’s visit to Colonial Williamsburg—a fusion of education and imagination that sparked a legacy. From books to dolls to immersive retail experiences (like our flagship Chicago store in 1998), every piece was designed to nurture confidence, curiosity, and character.

Over the years, American Girl grew into more than a brand—it became a trusted companion for generations. After joining the Mattel family in 1998, we stayed true to Pleasant’s original vision: telling stories of courage that shape strong, compassionate women.

Today, we’re proud to be more than dolls or books. We’re a celebration of the girls who change the world—one big dream at a time.