American Girl is celebrating its 40th anniversary with a bold redesign of its beloved historical dolls, sparking a rapid backlash on social media.
THE Brand owned by Mattel announced Wednesday the launch of its new “Modern Era Collection,” reimagining six of its most iconic characters with contemporary outfits and a smaller 14.5-inch frame, down from the brand’s traditional 18-inch dolls, according to a press release from Mattel.
“Check out the Modern Era collection of 14.5-inch dolls and clothes – Felicity, Addy, Molly, Kirsten, Samantha and Josefina reimagined for today,” the American Girl website says.
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From left, Felicity Merriman, Josefina Montoya, Kirsten Larson, Addy Walker, Samantha Parkington and Molly McIntire from American Girl’s new “Modern Era Collection.” (Mattel)
The collection includes:
Samantha Parkingtonwhose story takes place in 1904, dressed in bows and a plaid skirt.Addy Walkerfrom 1864, wearing a pink and blue dress and accessories inspired by her heritage.Molly McIntireset in 1944, wore glasses, a blue skirt and a beret.Josephine Montoyawhose character takes place in 1824, wearing frilly crimson shorts and cowgirl boots.Felicity Merrimanfrom 1774, consisting of a rose-print shirt and jeans.Kirsten Larsoninspired by her 1854 Prairie story, wearing a blue floral dress and red shoes.Each doll costs $90 and is available for pre-sale, with shipments expected by May 1, according to the American Girl website.
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Many fans took to social media to claim the redesign missed the mark. (Mattel)
Many fans took social networks to argue that the redesign missed the mark.
“Holy business, it looks so cheap,” one said. Instagram user »wrote under the brand’s announcement message.
“Do you even ask people what they want to buy?” commented another.
Teleprinter Security Last Change Change % CARPET MATTEL INC. 4:47 p.m. +0.62 +3.91% “What?? No, that ruins the whole point of it. historical dolls!!,” said a third user.
“No, we love classics and want to rediscover old outfits,” another commenter wrote. “Listen to your millennial fans who are now buying products for their daughters.”
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The American Girl store at Rockefeller Center in New York. (Plexi Images/GHI/Universal Images Group via Getty Images / Getty Images)
Historical American Girl dolls feature fictional characters ages 9-12 from different time periods American history. The dolls are paired with books and designed to teach history through the character’s perspective, according to the brand’s website.
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“As we look to the future, we’re excited to continue evolving for the next generation while staying true to telling stories that act as both windows and mirrors, allowing girls to see themselves as the heroines of their own story,” Jamie Cygielman, global head of dolls at Mattel, said in a statement.
Mattel and American Girl did not immediately respond to FOX Business’ request for comment.