ABSTRACT
This chapter describes the story of the American Girl doll, describing its design, marketing strategy, and psychology. It explains the scenes to a typical doll-making factory in China to reveal the conditions under which these dolls are made. The chapter reviews the audits of Mattel's vendor factories between 2002 through 2006 to better understand the work environment and analyze the changes that have been made as a result of these inspections. The success story of the American Girl company includes a brilliant design and marketing plan created by Pleasant Rowland, which was eventually matched with a global production and consumption system effectively utilized by Mattel, the world's largest toy company. The company's doll hospital is an integral part of its customer service and also encourages additional consumption. The American Girl company differentiates itself from other toy companies by associating its merchandise with "American" values such as friendship, community, and education. The American Girl Company has its corporate headquarters in Middleton, Wisconsin.
