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American Girl

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"Pleasant Company" redirects here.

File:Ag-logo-23.png

American Girl, LLC is the current, official name of American Girl.

Pleasant Company was the original name of the company for American Girl products. The company was started in 1986 by Pleasant Rowland, who retained ownership until she sold the line to Mattel in 1998. The company fully transitioned to Mattel ownership and the name American Girl in 2000, and the brand has been owned by Mattel ever since.

History of American Girl

See History of American Girl

Current Product Lines

American Girl currently produces the following active lines of products:

They also run the official American Girl Care Center and in 2022 launched The American Girl Podcast Network (now-defunct).

Retired Product Lines

The following lines, services, and/or products from American Girl have been discontinued:

Stores

American Girl has several physical stores, referred to initially as American Girl Place. These are the primary locations where items can be purchased new from the company without ordering from the website or catalog. Additionally, retired and discounted items could be purchased at the American Girl Outlet Store and Mattel discount store during their operations.

Charitable Affiliations

American Girl has, outside of Girl of the Year alliances, aligned with and donated to several charitable and non-profit organizations both directly and through the parent company of Mattel.

Former Affiliations

  • Girls, Inc was aligned for a year. American Girl sold rubber I Can Bracelets with funds going to the organization.
  • American Girl Fashion Shows were connected to local fundraisers per location, often children's hospitals.
  • The American Girl Benefit Sale, while not run by American Girl directly, was stocked with product donated by the company. This was the yearly fundraiser for the Madison Children's Museum and the American Girl's Fund for Children from 1987 until 2023.

Logos and Symbols

The American Girl Logos are symbols found on clothing, packaging, paperwork, books, the website, and other accessories. The major logo was redone when Mattel purchased American Girl from Pleasant Rowland and renamed the brand.

The full American Girl logo as of 2015 has the words "American Girl" in serif text with the logo star either between the two words or in front of the words. The is are dotted plainly, in a difference from the prior logo.

This logo may be seen on a red background with white text, or on a white background with dark pink text, as well as in other solid colors on items. It was first used on catalogs, and is now currently used on all packaging and websites, and several articles of clothing; it is the most prolific logo of the company.

American Girl Star

File:AG-Star-Logo.png
American Girl Star.

The American Girl Star is a five pointed star with a thick outline, displayed with the top point leaning to the left or right at a slight angle. Sometimes it is displayed as upright. In places where a full logo does not fit, this logo is dominantly used; it is also used in patterns and on large logos and smaller clothing patches.



American Girl Monogram

File:AG-Mono-Logo2023.png
American Girl Monogram.

Stating in 2023, a monogram logo has been used. It is made up of serif letters of A and G overlapping each other and a small upright logo star connecting the letters.



American Girl Plastic Tag

American Girl doll clothing has, since about 2014, had patches or attachments showing the full logo on at least one component, generally near a lower hem. This was initially done on Girls of the Year and included the character name.

On clothing, the logo was initially a sewn on patch that matched in color. In 2015, this was made into a metal oval with the imprinted full logo. Starting in 2017, the patch was replaced with a clear plastic oval with the logo in black text that attaches through two holes at the side.



The Create Your Own logo as of 2025 is Create Your Own in all lowercase with your own on the side in stacked text, and a gold glittery star above the a in create.



File:BittyBabyLogo-25.png
Bitty Baby Logo (2025-present).

The Bitty Baby Logo as of 2025 consists of the text Bitty Baby in all lowercase serif text and the lower part of the a "Baby" accented with an American Girl logo star, with a cloud background. Frequently, a rounded edge star alone is used.

This logo is used frequently on various Bitty Baby clothing and accessories.



The WellieWishers Logo as of 2025 is the word Welliewishers written in all lowercase text with leaves on the first W and dotting the I in wellie, and the I in wishers dotted with the American Girl star.



File:AGSistersLogo.png
AG Sisters Logo.

The AG Sisters logo is the AG Monogram with Sisters in rounded text, both white; the text is on a pink background with yellow, green, and blue outlines.



Older Logos

Pleasant Company Logo.
Pleasant Company Logo.

The Pleasant Company Logo depicted a silhouetted young girl laying on her stomach and reading, with a doll seated by her side, in a bordered design. The girl silhouette is always darker than the doll silhouette. Often the text Pleasant Company was below in a box outline.

It could be found on the backs of the Historical Central Series that were released by Pleasant Company, packaging on items, and some clothing. The logo was phased out when the company was renamed after purchase, but is occasionally used on throwback or older design items without the Pleasant Company name and is the center of the 40th Anniversary logo.



Full American Girl Logo (2000-2015)

File:AG-Logo.png
Logo from 2000 until 2015.

The first full American Girl logo has the words "American Girl" in serif text with the logo star in between or, more frequently, in front of the words. The lowercase is are dotted with stars. This was replaced on catalogs with the newer logo in 2015 and later replaced on clothing tags, packaging, and items.



File:AG-Logo-Rosin.png
Abbreviated AG Logo (as seen on the rosin that comes with the Violin Set).

The abbreviated logo has the letters AG with a star in between or in front of the letters. It was normally seen only on clothing and accessories in small areas where a full logo would be too small, but has since been phased out in lieu of the full logo, monogram, or single star.



The American Girl of Today logo consists of a stylized, often multicolored pig-tailed girl image; internally, the character was called "Electric Girl." She was first debuted as the logo of American Girl Magazine before becoming the logo of the American Girl of Today line as well.

The girl originally was used as a solid color, but later is frequently made up of a red head (including pigtails) with yellow ends (the left end could also be orange), an orange or yellow torso, a left blue arm and right green arm, and blue skirt and legs. The logo is on a black background framed by thick yellow, blue, red, and green lines with American Girl of Today in white serif font superimposed over the figure. Like the American Girl Logo, the is are dotted with stars.

The American Girl Today logo retained the pig-tailed girl on the black background but cropped and tilted, moved the framed colors to the corners as thin lines, and removed the of. It also put Today in all bold capped letters.

Both logos and the stylized girl logo without text or borders were used on multiple outfits, shoes, American Girl Gear (including before the launch of the modern line), accessories, packages, plastic hangers, and other items including items such as Grin Pins and Miss AG Bear. The girl logo could also be done in outlines. Some versions of the logo did not have text, or truncated text to American Girl.

The logo was phased out from the line when the name was changed to "Just Like You" but has been used on retro products, including for Nicki's and Isabel's Collections.



Bitty Baby Logo (1995-2013)

File:BittyLogo-95.jpg
Bitty Baby Logo (1995-2013).

The first edition of the Bitty Baby logo was a pink heart with green leaves. This could also be paired with the words Bitty Baby in all lowercase serif text in a periwinkle oval; the heart-flower logo served to dot the I in "Bitty".

This logo was used frequently on various Bitty Baby clothing and accessories until the revamp of the line in 2013, when a new logo was implemented.



Bitty Baby Logo (2013-2025)

File:BittyBabyLogo-13.png
Bitty Baby Logo (2013-2025).

The second edition of the Bitty Baby Logo is a tilted star with a stylized heart in the center, along with the text Bitty Baby in all lowercase serif text and the dot of the I in "Bitty" as an American Girl logo star. Frequently, the heart-star alone is used.

This logo was used frequently on various Bitty Baby clothing and accessories until the logo revamp in 2025.



WellieWishers Logo (2016-2025)

File:WellieWishersLogo.png
WellieWishers Logo.

The first WellieWishers Logo is the word Wellie written in brown script/print mix with leaves on the W and dotting the I the front swirl containing a pink stylized tulip and the upper point in the W swirled into a heart shape, and Wishers in pink lower-case sans-serif font with the I dotted with a pink heart with brown radial lines.

The stand alone W was used as an abbreviated logo.



Create Your Own Logo (2017-2025)

File:CYOStar.png
Create Your Own Logo.

The first edition of the Create Your Own logo is the standard American Girl tilted star, but is solid with a swirled pattern to mimic the whorls of fingerprints.



United States and Canada

Middle East and North Africa (MENA)

Starting in 2017, American Girl launched a website dedicated to the Middle East and North Africa region (MENA). Majid Al Futtaim Leisure and Entertainment operated the MENA website, trading under American Girl. As of 2020 the website has been taken down and is no longer accessible, and both stores closed in early 2020. The listed social media accounts have not shown updates since 2019 and/or have been archived.

References

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