Dear
American Girl and Mattel,
I
have been a fan of your brand since I got Samantha Parkington as a 7
– 8 year old. I remember the moment I got her – the purple box
(this was back when Pleasant Company owned American Girl), the awful
gingham dress, the buck teeth, the cute face. I don't remember why my
grandmother bought her, but I am thankful for it none the less.
But I
have to ask as a grown woman who constantly walks the thin line
between buying another doll of yours or giving up on your brand
together. Yes, you read that right. I have a love-hate relationship
with your brand now. Along with several other collectors who has the
same emotions as I.
This
is why I feel the urge to write this long letter to you, explaining
every detail of every complaint, and compliment, I can give to you as
a whole.
You
may remember me as that woman who posted comments on Facebook that
was in reply to a disgruntled costumer. I had suggested (nay,
urging them) to buy a cheaper knock-off brand of 18 inch dolls called
My Life As. It did not have to be My Life As, but that's the
'knock-off' that I currently own
which
is now my only weapon of comparison.
American
Girl dolls all share the same with minor changes that don't get
noticed by anyone but the most detail-savvy. The same buck-toothed
grin. The same weird eyelashes which seem like just a hunk of plastic
over the upper eyelid. Only one doll, in all of American Doll's 30
years has a REALLY big change. (Pleasant Company released the first
3 historical dolls back in 1986.) That's the Native American girl
doll, Kaya. She has – big shocker – a closed mouth. She's the
only Native American girl doll on the line without getting into the
topic of diversity in which we will cover later. This aesthetic can
be pleasing to some girls and collectors, but others find it
unappealing to say the least. I have become one of them.
I will
admit the eyes are beautiful, and the teeth allow for the braces
accessories.
My
Life As Dolls do not have the buck teeth. They are not in that frozen
state with the smiling, per-pubscent, and teeth-falling out grin.
Their teeth never show. Their eyelashes are curled upwards, like a
teenaged beauty queen. Their faces are all around bigger, rounder
and much more doll-like.
Another
feature I admire about the My Life As Dolls is their look is more
mature than the American Girl Dolls, .
My
Life As Dolls was bought from Wal-Mart and the price was only about
$30 (with taxes included). The one on the right is the American Girl
doll, which you will most likely have to have shipped to you because
there are only 20 stores nation-wide. The prices of the dolls
continue to increase on the American Girl dolls.
(Note: I know that there are certain AG products in Toys-R-Us stores.
In the state of South Carolina, there are only two Toys-R-Us stores.
However, the toy store only sell American Girl's Truly Me products.
Alabama's Toy R Us sells both American Girl's products, Truly Me and
BeForever.)
I
created a special graph just to illustrate my case on the increasing
prices of AG's dolls. These prices are for Historical Characters or
BeForever, with only the paperback book and no accessories. The
prices do not include shipping.
Over
the years, the price has gradually increased especially after Mattel
took over in 1999.
“Oh,
but, inflation! That's why the prices have gone up.” Fear not,
intelligent commenter. I have anothe
r
graph, made just for you, but with the prices actually inflated.
This
proves that American Girl is NOT adjusting for inflation. I believe
that if they were, that the inflated price line would remain the same
through out the years.
Let's
think about why the prices increased.
Since
1986, when the first American Girl dolls were created, not much has
changed. The only big exception to that statement is when in 1991, to
coincide to Felicity's release, the bodies became flesh-toned instead
of pure white. Pre-Mattel dolls do tend to have 'chubbier' faces,
limbs, feet and body. They also have less 'makeup' on. During
the transition of companies, 2001 – 2002, the 'chubbier' parts of
the doll remain, but the dolls are also shorter and can have frizzier
hair. Some dolls were unlucky enough green or gray tinted skin during
that time! To fix the
skin problem, you would have to send it into the doll hospital (which
is NOT free, by the way) for a limb replacement, you would get it
replaced with the intended vinyl. The vinyl, even in my personal
experience, stains easily and it is hard to clean without damaging
the vinyl itself. Sigh. Apparently some 'dark clothes' from American
Girl themselves can stain the vinyl, but Mattel will fix it for free.
Thankfully, unlike My
Life As, the vinyl only exists on the limbs, neck and head.
American Girl dolls have
always have been made
from Kanekalon fibers.
Which requires good care:
no plastic combs or brushes, dampening the hair before brushing, and
even washing with wig shampoo. Kanekalon can be used for human hair
extensions or wigs and
has been for years. For a
hair extension of this brand (NOT a wig, but just
a swatch of the Kanekalon fibers)
that measures 48 inches,
it costs $2.69. Now, understandably, it could take even over
200 inches total (this is
just pure approximation)
to wig the entirety of a doll's head. And yes, the 'higher quality'
of the hair can account for a big price increase. But it's been the
same hair (different colors, though) since 1986. Also,
the neckties have changed – from the cloth
strings accessible
at any time to plastic zip ties.
Starting with Lea (Girl of the Year 2016), there was a plastic zip
tie underneath the actual cloth. This may not seem like a problem
now, but it will be discussed later. [Sources:
http://americangirl.wikia.com/wiki/Doll
, http://americangirl.wikia.com/wiki/Transition_Dolls,
http://americangirl.wikia.com/wiki/Pre-Mattel_Dolls
, http://www.kanekalon.com
,
http://www.sallybeauty.com/kanekalon-jumbo-braid/SBS-347029,default,pd.html?utm_source=google&utm_medium=cpc&utm_campaign=SHO&cm_mmc=google-_-SHO-_-cpc-_-keyword&gclid=CLyZ6rLVkNICFU09gQodaAwHEg
].
And
those graphs above? As I earlier mentioned, that does NOT include
accessories or other outfits. Oh yes, the other outfits. Consumers
(children and/or collectors, maybe even parents) will want MORE
outfits for their dolls. Any child will reasonably want 1 extra
outfit for their doll and some PJs as well as maybe a fancy dress.
And then, there is the furniture. Any child will love to have a bed
for their doll.
Causal
clothing (for Truly Me, not 'BeForever' or 'Girl of the Year') can
cost anywhere from $28 (for 'Shimmer Doodle Outfit') all the way up
to $36 (for 'Enchanting Winter Outfit'). No, I'm not including the
mix and match stuff because you have to buy shoes as well for them to
be complete, not am I including the 'Cute & Comfy Lounge Set'
because it too has no shoes. Also note I'm not including the 'Coral'
outfit because it can't be bought through American Girl's site at the
time of this letter. But the average cost for casual 'Truly Me' (the
modern line of American Girl's) clothes is about $30.86. For
'BeForever' outfits, the costs range from $28 to $34 (not including
meet outfits in this calculation). The average for these
'historically accurate' (sorry Mattel, I can't trust you with history
after seeing how you pink-ified Samantha's meet outfit and gave her
the just getting popular at the time of 1904 Mary Janes) outfits is
about $30.44.
As
for pajamas, there are only 3 options for 'Truly Me' dolls. The 'Cute
& Comfy Lounge Set' costs $20 and is listed under 'causal' but it
looks more like Pjs to me. The 'Dream' set and 'Pomeranian' set are
both $24. So, depending on which outfit you (or your child) wants,
you'll have to shell out over $20 on it. As for 'BeForever',
everyone's pajamas costs a flat rate of $24 (from the top and shorts
sets of Melody and Maryellen all the way up to Josefina's and
Samantha's nightgown).
Special
occasion outfits for 'Truly Me' range from a simple pretty dress with
hearts and ruffles ($28) to a 'Bride of Frankenstein' Halloween
outfit ($34). The average cost is $32.50. The 'Beforever' special
occasion outfits are almost exclusively dresses and range from $28
('Kit's Reporter Outfit' or Addy's 'Sunday Best' or 'Christmas'
dresses) up to $42 (the Pow-Wow dress of today that is modeled by
Kaya). The average cost (for these admittedly pretty outfits) is
about $33.37.
But
what if your girl has a hobby? Well, there's outfits for that too.
With these outfits, your doll can be ready for swimming, cheering,
being a gymnast, skiing, basketball, soccer, ballet, tennis, riding a
horse, and skating. Those are your only options, ranging in prices
from $14 (for a two-piece swimsuit) all the way up to $42 (for a
pretty and pink riding outfit that totally doesn't have a helmet
included. If you want safety, you'll have to shell out an extra $24
for a helmet plus a 'country' hat). The average price for the hobby
outfits is about $32.33 (note that these dolls often include some
accessories and even one is a mix and match outfit).
Now
let's move onto furniture, mainly beds. The cheapest bed is a
sleeping bag (which costs only $28). The most expensive is either
Maryellen's 1950s sofa bed or Samantha's 1904 bed (either one costs
$150). The average price is about $103.80.
So,
imagine you live in a state other than Illinois, New York,
California, Georgia, North Carolina, Kansas, Massachusetts,
Minnesota, Colorado, Virginia, Washington, Florida, Tennessee, or
Arizona, you will most likely be ordering online. And just to add
salt to the injury your wallet will sustain, shipping. The more money
you spend, the higher your shipping costs. You read that right. When
you buy a doll from their website, on top of the $115 you're going to
spend on the product itself, you'll be spending an extra $13 on
shipping. If you want it in two days, add $15 on top of it. Want it
in the next day? Add $20.
Maybe
ordering from the Toys-R-Us store will ease the amount of money spent
on shipping. Out of all the stores, only 10 stores carry both the
Truly Me and Beforever lines. And most of them inhabit the same
state. So only Alabama, Idaho, Kentucky and New Jersey can be added
to the list of states to get AG in. But Truly Me is carried in
otherwise American Girl dry states: Iowa, Indiana, Louisiana,
Maryland, Maine, Michigan, Missouri, Nevada, New Mexico, Nebraska,
Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina,
and Wisconsin. So you'll look for American
Girl
dolls on the Toys-R-Us website, you'll discover that they can't be
shipped. Oh yes. No getting around American Girl's expensive
shipping.
But
American Girl dolls are worth it. They're 'heirloom quality'. Well,
if your child happens to play with the doll, or even play with its
hair often enough, you may need a replacement.
That's
where the American Girl Hospital comes in. If you send in a form
alongside your doll and money (of course), your doll will be fixed.
If you want new hair for her, you have to buy a brand new head. That
costs $44. You can't buy a new wig for your doll, you need to have
the whole head replaced. Need a new body and limbs? $44. Need to
reattach limbs or a head? $32. Need new eyes for your doll? $28. Any
one of those purchases include a $18 'wellness visit' where they
clean your doll, brush her hair and give her a hospital gown. If you
try to just use the 'wellness visit' to rid yourself from stains, it
probably won't work (according to American Girl's own form!). And I
quote: “Wellness Visit skin-cleaning will remove most
surface dirt from your doll’s vinyl, but is not likely to remove
ink or dye stains. Wellness Visit hair-brushing will improve the
appearance of the doll’s hair, but will not make a well-played-with
doll’s hair look brand-new.”.
You
can't get eye colors changed, hair color changed or anything. Going
to the store and having them ship it is the same as shipping it from
home. (Source:
https://www.americangirl.com/wcsstore/Tridion/AGStore/Images/doll_hospital_usa924-207766.pdf).
The
idea is novel, but it comes off as another money-grabbing technique
from Mattel. The customer has already paid (unless they buy a used
doll) over $100 for your product.
Customers,
if you bought a brand-new phone costing over $100, you'd expect (or
demand) at least a one
year warranty. Maybe even for your appliances or other electronics.
Or at least a handcrafted feel. American Girls aren't even made in
America. They were made in Germany until all the factories went to
China. You read that right.
There's
another major problem Mattel and American Girl have faced especially
during the past few years. Diversity.
It
is true, that yes, today a boy doll for American Girl was released.
(Even though My Life As did it earlier). His name is Logan. And he
has no extra outfits and only a drum kit accessory at this time,
compared to Tenney Grant (of the same line), who has pajamas, 2 extra
outfits and several accessory sets. I know a great many people were
so excited for Logan, but he isn't getting enough attention.
This
year, in all 10+ years of Girl of the Year, marks the first time that
the doll was African American. Yes, you read that right.
Most
of the characters partake in hobbies such as sports, sewing, music,
art, or dancing. Only a handful of the characters take part in
academic hobbies such as reading, science and math.
And
alongside this lack of diversity is this new-found knowledge that the
quality is going to go further down by having underwear (either a tee
shirt and panties or just panties) sewn onto the dolls. If it was
just the briefs, everything would be fine. I understand most kids
have a hard time dressing their dolls. But that white tee shirt
bothers me. I don't see how that is going to be hidden underneath
swimsuits or tank tops. Especially the fact that this is what has
been called a 'cost-cutting measure' angers me.
We,
the consumers, are paying for an $110+ doll. We expect quality. Are
you telling me that the $30 knock-off I can get at a Wal-Mart near me
has a body expensive than American Girl? How does this save costs? I
don't see it. American Girl, Mattel, you can make MORE money by
making MORE underwear sets. Especially since you charge $12 for
underwear sets. Yeah. You read that right.
And
that's where I am going to end this letter. But before I sign this, I
want to show some comments coming from the community (unedited in any
of its grammatically incorrect, spelling mistake filled glory).
“I cannot fathom
the reason for AG doing this. I am simply at a loss. It makes their
dolls seem even cheaper than they already are. Here I was SO excited
that I have gift cards and money saved up to go to the CC release and
buy Logan, and probably Tenney and possibly Felicity, but now, I
don’t know what to do.” -
https://jackylina2013.wordpress.com/2017/02/06/what-is-ag-doing/
“Let me just say
as an antique doll collector and doll restorer of 30 years, that the
AGD is a major rip off. $120 for cheap plastic, cheap stuffing and
cheap fabric is a waste of money. You’re not teaching your kid the
value of anything. This is also not doll collecting of any kind
either. There are many more collectible dolls in the world (Jumean,
Bru, Handwerk, Kestner, Simon & Halbig, Classic, Armand
Marseilles) than this one that are worth more and made of much better
materials than the AGD. The accessories are better as well. I liken
the AGD craze to that of Beanie Babies back in 1990s – You pay top
dollar for them in 1990 and then 20+ years later, you can’t give a
garbage bag full them away at a yard sale.
You want a real American doll? Then go buy an early Madame
Alexander, Horsman or Effandbee doll. Sink $120 there. At least these
dolls hold their value.” - Sybil Smith on
http://www.stephaniesprenger.com/2013/12/11/thanks-nothing-american-girls-hate-american-girl-dolls/
“My Isabelle Dolls Head is falling off, I am 12 years old I am
very careful with my dolls and I didn’t do anything to cause this.
She is not a super old doll. Why should I pay for something that
never should have happened. My parents paid a lot of money for all my
American Girl doll stuff, when things break or come off, American
girl doll should pay.” - Riley on
http://www.stephaniesprenger.com/2013/12/11/thanks-nothing-american-girls-hate-american-girl-dolls/
“I agree the company behind these dolls are outrageous. It is
not about my Daughter wanting a doll, it’s about this company
taking advantage of a child’s wants and pushing their parents to
spend a ridiculous amount on a doll let alone all the way over priced
accessories. If these dolls were handmade in america instead of a
factory in china, maybe there is value here but all I see is profit
for the company. I would even consider buying one if it came with a
carriage, 4 sets of clothing, a couple of books, but just a doll and
1 piece of clothing that is generic to all of them, nope! I have a
hard time letting my daughter get build a bear stuffies at less than
half of an American Girl Doll. I too will be buying a doll from
another vendor for my daughter (qaulity is the same and price is way
less)” - WOW on
http://www.stephaniesprenger.com/2013/12/11/thanks-nothing-american-girls-hate-american-girl-dolls/
Mattel,
American Girl, please. Please stop with the insane prices. Please
stop with the lack of diversity. I know, there's doll wheel chairs
and hearing aids. But there are no characters that are either
mentally or physically disabled at this moment. There are no dolls
with a Middle-Eastern background. There hasn't been an Asian
character since Ivy Ling was retired in 2014.
Please
listen to your customers, collectors and large fan base. You need us
more than you think.
Sincerely,
Caty
A. Wood
(P.S. Sorry for the extremely long letter.)
