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American Girl® Launches World by Us ™ Dolls and Books Line to Advocate for Equality and Promote Unity


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MIDDLETON, Wisconsin – (COMMERCIAL THREAD)–Today, american girl, a cornerstone of the Mattel (NASDAQ: MAT) portfolio of determined brands, introduces a new cast of contemporary characters —Makena Williamsâ„¢, Évette Peetersâ„¢, and Maritza Ochoa â„¢, whose stories reflect several important social issues, including racial equality, environmentalism and immigration, as well as the value of working together to create a better world. As a unique series of overlapping stories tell, the three young friends become passionate peers by championing the causes they hold dear. Shared scenes told from multiple angles showcase each girl’s perspective and emphasize the importance of friendship, respect, fairness and inclusion.

“American Girl has been built on diverse and inclusive stories, stories that have empowered an entire generation of girls to stand up for what they believe in with courage, resilience and kindness, ”said Jamie Cygielman, CEO of American Girl . “We created the new World by us line to accelerate our progress in diversifying our characters and stories to better reflect what it means to be an American girl today. Thanks to Makena, Evette and Maritza, as well as future characters to come, we hope our fans will learn that they are never too young to contribute to the larger conversation and help make the world a more inclusive and unified place. .

To bring the World by us characters to life, American Girl has engaged the following acclaimed writers:

  • Angela Cervantes author of Maritza: Lead with your heart. Maritza is a caring and responsive girl who enjoys celebrating her Latina heritage, from delicious food to music festivals in her community. A leader on and off the soccer field, she finds her passion in advocating for the interests of others, particularly in helping to keep immigrant families together.
  • Denise lewis patrick author of Makena: see me, listen to me, know me. Makena loves art and her close-knit family, with ties dating back to Kenya, but her real passion is fashion, which she uses to express her opinions. After experiencing a racist incident in her own backyard, Makena uses her style to speak out against injustice.
  • Sharon Dennis Wyeth author of Evette: The river and me. Evette enjoys vintage clothing, recycling, and protecting nature, including the Anacostia River near her home. When she finds racism in her own Métis family, she works hard to heal her world: her family, her friends, the river and everything.

The following team of advisers also collaborated on the project, offering real-world information and reviewing the manuscripts and product line for cultural authenticity and accuracy:

  • Katrina lashley: Program Coordinator at Smithsonian’s Anacostia Community Museum and Leader of the Women’s Environmental Leadership Initiative
  • Yasmine Mabene: California State Director of March for Our Lives, Social Media Coordinator of Earth Uprising and Student at Stanford University
  • Mr. Lucero Ortiz: Deputy Director of Kids in Need of Defense, Mexico, and human rights lawyer who has represented migrant families and unaccompanied children before the departments of internal security and justice
  • Dr Deborah Rivas-Drake: Professor of Psychology and Education at the University of Michigan, who studies how adolescents approach issues of race, ethnicity, racism and xenophobia
  • Deanna singh: Founder of Flying Elephant, a consultancy that helps women and people of color become social entrepreneurs, and author of four children’s books on racism, including the new American Girl’s Smart Girl Guideâ„¢: Race & Inclusion
  • Naomi wadler: teenage activist focused on racial justice. At 11, she was the youngest speaker at the March for Our Lives 2018 rally in Washington, DC.

Product of the world by us

New characters come to life via beautifully detailed 18-inch Makenaâ„¢, Évetteâ„¢, and Maritzaâ„¢ dolls, as well as a signature outfit and accessories for each. American Girl’s product designers consulted with authors and advisors who weighed in on critical design elements for each doll, including skin tone, hair type, and face shape to capture unique looks, like the exclusive sculpting of Makena’s face and the twist braids and all of Evette – new textured curls. The extension of the play value is the world of the size of a doll by us Community center inspired by where friends first meet, featuring a high-end transformational structure that offers 360-degree play options. By mixing and matching the colorful furniture, reversible cushions and rugs, and many accessories, such as lamps, cushions and posters, children can design their own unique environment for hours of imaginative play.

American Girl Fashion Show Event

To celebrate the debut of World by Us and the 35th anniversary of American Girl, the brand is hosting a special American Girl Fashion Show on Thursday, September 23, 2021 at American Girl Place.™ New York and via direct. Created in partnership with The Harlem Fashion Line (HFR), the first design agency to bridge the gap between brands and designers of color in fashion, the show will feature reimagined girl and doll designs for the original historical figures of American Girl — Felicity™, Josefina™, Kirsten™, Addy™, Samantha™, and Molly™-by the force of fashion Carly Cushnie. Bold and modern looks inspired by Makena, Evette and Maritza and created by famous HFR designers will also be on the runway. Nicolas lynel, Samantha Black, and Kristian Loren.

As part of the event, American Girl is supporting HFR’s non-profit organization, ICON360, with a donation of $ 25,000 to help raise awareness and fund the next generation of BIPOC fashion leaders. Additionally, American Girl is donating the Cushnia doll models which will be auctioned by eBay for the benefit of Girls who code and its mission to bridge the gender gap in technology. The World by Us-inspired doll clothes will be on presale during the event and available for purchase at American Girl retail stores from March 2022.

“HFR and American Girl understand passion and purpose, ”said Brandice Daniel, Founder and CEO of Harlem’s Fashion Row. “For our young people today, this partnership is about the possibilities and what it means to stand tall and dream big, no matter your race, culture, gender or background. I can’t think of a better way to celebrate the incredible potential of every child and inspire them to create positive, lasting change in their neighborhoods, communities and beyond.

Kicking off the event is a world famous fashion designer Prabal Gurung, known for embracing diversity, inclusion and justice in his work. Prabal, who partnered with American Girl for her Spring 2022 runway show during New York Fashion Week, will introduce the designers and celebrate with fans. The closing event is the exclusive premiere of an original World by Us song and dance written and performed by a 14-year-old hip-hop artist. this girl lay lay. The clip will be available on American Girl’s Youtube and YouTube channel for children from September 27, as well as a new series of stop-motion dolls, featuring new characters from World by Us and other adventures.

Beyond the special event, the children’s fashion brand Janie and Jack launches three exclusives World by us-inspired outfits – one for each character – in a very first collaboration with American Girl. The Janie and Jack outfits will be available September 24, 2021 at American Girl retail stores in New York, Chicago, Los Angeles and Dallas, and via americangirl.com and janieandjack.com.

Charitable donation

With her roots in children’s publishing, American Girl has long championed the belief that strong readers become strong leaders. This fall, to further support children’s literacy and provide more diverse books to American schools and public libraries, American Girl is donating $ 60,000 worth of World by Us books to the following organizations: Reader to reader, Children need to read, and Small free library Read in color Initiative. This donation is in addition to the $ 500,000 in various American Girl titles donated to these same organizations over the past year. And, since June 2020, the brand has made available its many stories written by black women and featuring black heroines through its free online library to help educate, empower and spark important conversations.

The World by Us collection is available today on americangirl.com and American Girl Retail Stores at national scale. The World by Us books ($ 7.99 each) can also be purchased from retail booksellers.

ABOUT THE AMERICAN GIRL

American Girl is a premium brand for girls and a wholly owned subsidiary of Mattel, Inc. (NASDAQ: MAT, www.mattel.com), a leading global children’s entertainment company specializing in the design and production of quality toys and consumer products. Based in Middleton, Wisconsin, American Girl offers an inspiring world of dolls, content and experiences that nourish a girl’s mind and help her develop her strength of character. Top selling lines include Truly Me â„¢, Girl of the Year â„¢, Bitty Baby®, WellieWishers â„¢ and classic American Girl historical figures. The company sells products through its award-winning catalog, on americangirl.com, at its exclusive experiential retail stores in the United States, as well as specialty retailers nationwide. By inspiring girls to be the best they can be, American Girl has earned the loyalty of millions of people as well as the praise and trust of parents and educators. Connect with American Girl on:

Facebook: @american girl

Twitter: @American girl

Instagram: @americangirlbrand

Pinterest: agofficial

Youtube: american girl

MAT – SA


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Hazel J. Edmonds

The author Hazel J. Edmonds

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