As American Girl turns 40, Mattel grapples with bringing dolls into a new era
CNBC
American Girl marks its 40th anniversary after five quarters of sales growth, but revenue remains far below its peak as Mattel faces industry pressures.
The flagship American Girl Place at Rockefeller Center in New York City feels frozen in time.
The air smells faintly of vanilla. Young girls dart between doll displays clutching miniature shirts and sequined shoes. Beneath glittering chandeliers, the brand's iconic red boxes line shelves with museum-like precision. Blow dryers hum in the Doll Salon, and downstairs, pink-frosted cupcakes land on cafe tables before dolls sitting upright in their miniature highchairs.
"It feels timeless," said Jamie Cygielman, global head of dolls for Mattel, the brand's parent company.
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