American Girl turns 40 as Chicago fandom endures
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Dolls at the entrance of Water Tower Place American Girl store. Photo: Carrie Shepherd/Axios
American Girl turns 40 this year, and Chicago has played an integral role in the toy company's evolution.
Driving the news: A new book, "The Making of American Girl," tells the story of the doll company, including the Chicago store on Michigan Avenue — the company's first.
Flashback: Wisconsin educator Pleasant Rowland launched American Girl in 1986 to teach U.S. history with period-specific dolls and accompanying books to tell the dolls' stories.
- Rowland was also frustrated by antiquated "teen queen and little mommy" dolls on the market and wanted to create a product with more substance.
State of play: American Girl opened in Chicago in 1998 at 111 E. Chicago Ave.
- The store, which is also a café, salon and doll clinic, moved to Water Tower in 2008.
Zoom out: Rowland launched American Girl with three dolls: Swedish immigrant Kirsten Larson living in Minnesota in the 1850s, early 20th-century orphan Samantha Parkington and World War II-era Molly McIntire.
- Now, American Girl offers more than 25 historical characters and dozens of contemporary ones.
- Mattel purchased the company in 1998 for $700 million.
Between the lines: Mattel has reported five consecutive quarters of sales growth for American Girl this year, but it's not back to its 1990s' peak of more than $600 million, CNBC reported.
- A Mattel spokesperson would not share how many people visit the Chicago store annually or revenue numbers.
Zoom in: The American Girl store was ahead of its time in creating an experiential family destination, a concept that's become more common with places like CAMP Chicago and Harry Potter.
- Several Chicago hotels also offer American Girl packages to capitalize on the tourism the store drives.
💭 My thought bubble: I landed right in the sweet spot for American Girls, with it launching four years after I was born. Everyone I knew wanted a doll. I got Molly (maybe because she had glasses like me?) and my mom still has her. I do remember enjoying the books, but getting more into "The Baby-Sitters Club" series.
What's next: Mattel will publish the first American Girl novel for adults, "Samantha: The Next Chapter," this fall.
- Author Fiona Davis is planning to be in the Chicago area this fall to discuss the book.