Consumers Lash Out at American Girl on Facebook After Diverse Dolls are Discontinued

american girl

Recently, the American Girl doll maker and retailer announced that it is dropping four dolls from its historical doll line. That wouldn’t be news except that one of the dolls is one of two black dolls and one is their only Asian doll.

Angry Facebook fans saw the move as reducing the line’s diversity and lashed out. American Girl responded to some commenters in the more than 1,200 in the thread, stating that they remain committed to offering diverse cultures and races in their dolls. Commenters responded about the disconnect in the statement, since it would no longer have any Asian dolls for sale. Reaction on Twitter was similar.

American Girl contends that the reason for the dolls discontinuation was that it was moving away from its “friend” dolls, ones that are sold in pairs but not separately.

The company sent a statement to ABC News after its news story on the discontinuation and fan outrage:

“At nearly one million strong, we’re proud of the relationships we’ve built with our dedicated Facebook community. Our fans are very passionate and many of our posts generate a high level of engagement, including comments, likes and shares. Certainly we know that whenever we announce that a character is archiving, it will cause some level of disappointment, especially among our most ardent fans… While demand for characters certainly plays a part in our overall decision making, the main reason for this year’s approach is based on the decision to move away from our friend-character strategy within the historical line. This decision affected Marie-Grace, Ruthie, as well as Ivy and Cecile—the first two racially diverse characters to be archived by American Girl. In comparison, American Girl will be archiving a total of nine Caucasian characters since 2008.”

Our daughter is an American Girl fan and loves her American Girl doll. I understand the company’s move. As long as dolls are represented for girls of all ethnicities, the fans should be happy “American Girls.”