Are You Surrounding Your Market?
At Pleasant Company, we are committed—as you are—to providing your American girl with rich, age-appropriate play experiences. By choosing the right books and toys for your daughter at the right age and stage of her growth, you protect her development, nourish her spirit, and give her imagination wing.
With revenues of $300 million, American Girl was bought by Mattel in 1998 for $700 million. American Girl did $431.3 million in 2007, down 2 percent from the prior year, prompting Mattel to call revenues “flat” in its most recent annual report.
Flat or not, American Girl is a business model of pure genius that every marketer can learn from.
Quite simply, like Folio back in the 1970s, it surrounds the market.
The Great American Girl Smorgasbord
When Peggy’s niece was between 7 and 12, the American Girl catalog used to come to the house and long phone conversations ensued between sisters as to what Aunt Peggy’s gift(s) should be for birthday, Christmas and other occasions.
Go to the American Girl Web site: www.americangirl.com
You will find an eye-popping (and pocketbook-popping) array of goods and services:
* Dolls and doll outfits for any and all activities and occasions
* American Girl accessories—Animals and umbrellas, slippers and schoolbags. For yesteryear and today, for girls and their dolls. With American Girl accessories, girls will find that something extra to bring a story to life, or a special item for school, home, and just for her.
* American Girl furniture—American Girl furniture inspires girls to re-create the stories they love-from historical times to present day. Designed with the finest craftsmanship, each piece is a keepsake to treasure, just like the stories and characters they bring to life.
* Books, magazine, DVDs
* Clothing for girls and their dolls—Dress Like Your Doll clothing lets girls match their dolls with authentic styles from the past and fun looks for the present. Girls can also express themselves with clothing just for them or just for their dolls. Outfits are age-appropriate, and there’s one for every occasion—schooltime, bedtime, playtime, and more.