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American Girl is celebrating its 40th anniversary with a bold redesign of its beloved historical dolls, prompting swift reactions on social media.
The Mattel-owned brand announced Wednesday the launch of its new “Modern Era Collection,” which sees six of its most iconic characters reimagined with contemporary outfits and a smaller 14.5-inch frame, compared to the brand’s traditional 18-inch dolls, according to a Mattel press release.
“Discover the Modern Era collection of 14.5-inch dolls and fashion – Felicity, Addy, Molly, Kirsten, Samantha and Josefina reimagined for today,” says the American Girl website.
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From left to right: 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 is set in 1904, styled with bows and a plaid skirt.
- Addy Walkerfrom 1864, wearing a pink and blue dress and accessories inspired by her heritage.
- Molly McIntireSet in 1944, sports glasses, a blue skirt and a beret.
- Josefina Montoyawhose character is set in 1824, wearing crimson ruffled shorts and cowboy boots.
- Felicity Merrimanfrom 1774, wearing a rose print shirt and jeans.
- Kirsten Larsoninspired by her 1854 prairie story, styled in a blue, floral dress and red shoes.
Each doll retails for $90 and is available for pre-sale, with shipping expected on May 1, according to American Girl’s website.
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Many fans have taken to social media to claim that the redesign missed its mark. (Mattel)
Many fans have taken to social media to claim that the redesign missed its mark.
“Holy companies, these look so cheap,” one Instagram user wrote under the brand’s announcement post.
“Do you even ask what they want to buy?” another commented.
| Ticker | Security | Last | Change | Change % |
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| MAT | MATTEL INC. | 16.47 | +0.62 |
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“What? Nooooo, this ruins the whole point of the historical dolls!!” said a third user.
“Noooo, we love the classics and want the old outfits back,” another commenter wrote. “Listen to your millennial followers who are buying stuff for their daughters right now.”
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The American Girl store in Rockefeller Center in New York City. (Plexi Images/GHI/Universal Images Group via Getty Images/Getty Images)
American Girl’s historical dolls feature fictional characters ages 9 to 12 from different periods of American history. The dolls are paired with books and designed to teach history from the character’s perspective, according to the brand’s website.
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“As we look ahead, we are 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 stories,” Jamie Cygielman, Global Head of Dolls at Mattel, said in a statement.
