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‘American Girl’ grapples with holding onto loyal fans while drawing in a younger base

March 9, 2026
in Market & News
Reading Time: 1 min read
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As the iconic American Girl doll brand turns 40 years old, Mattel is taking new steps to give its loyal fan base new options as they get older. But a redesign has some fans asking if the brand is staying true to its roots. NBC News’ Dana Griffin reports on the changes fans are seeing in the new dolls.

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