Mattel Marks 40 Years of the American Girl® Brand, Celebrating Every Memory, Every Story, Every Girl

The brand debuts the American Girl Modern Era™ Collection, bringing classic characters into today’s world, and announces new publishing projects.

EL SEGUNDO, Calif.--(BUSINESS WIRE)--Mattel, Inc. (NASDAQ: MAT) announced today that American Girl is celebrating its 40th anniversary, marking four decades of storytelling, community, and empowerment with its American Girl Modern Era Collection and announcing the brand’s first novel for adults, Samantha: The Next Chapter. The novel featuring American Girl Historical Character Samantha Parkington as an adult, written by New York Times Bestselling author Fiona Davis, will be released by American Girl Publishing in the U.S. and Canada on Oct. 13, 2026. The brand is also introducing an unprecedented exploration of the American Girl archives with another American Girl Publishing title, The Making of American Girl, releasing May 12, 2026.

From the very beginning in 1986, American Girl has brought to life powerful characters who serve as role models, reminding girls that while the world evolves, the core experience of growing up remains the same. Grounded in stories of courage, compassion, loyalty, and resilience, these narratives continue to define the brand's core purpose, connecting generations of original fans who now share the magic of American Girl with their own children. As a treasured cultural cornerstone, the brand has sold more than 36 million dolls and introduced over 50 characters across its expansive universe.

“For our 40th anniversary, we’re celebrating the timeless stories and immersive experiences that have had a lasting impact on the American Girl legacy and its multigenerational fans,” said Jamie Cygielman, Global Head of Dolls, Mattel. “From the start, we’ve been honored to spark and nurture deep emotional connections with characters girls love and grow up alongside. As we look ahead, we’re excited to continue evolving for the next generation while staying true to telling stories that act as both windows and mirrors, empowering girls to see themselves as the heroines of their own story.”

American Girl Dolls: Modern Era Collection

American Girl is unveiling the American Girl Modern Era Collection, a new line of dolls that reimagines the brand’s beloved historical characters through a contemporary lens. Historic characters Samantha™, Addy™, Kirsten™, Josefina™, Molly™ and Felicity™ get a playful update with this 14.5-inch doll, available today for pre-sale for AG Rewards™ Berry members, followed by pre-sale availability for all shoppers on Feb. 13, 2026.

The American Girl Modern Era Collection includes:

• Samantha Parkington™ – Always a trendsetter, Samantha Parkington gets a playful update featuring plaid patterns, statement bows, and golden accents that give a nod to her 1904 charm.
• Addy Walker ™– Inspired by the original style of the courageous Addy Walker in 1864, this doll pairs striped pink and patterned blue for a pretty paneled look, accented with accessories honoring her heritage.
• Molly McIntire™ – The standout with winning spirit, Molly McIntire gets a mod update with statement glasses, argyle accents, and a signature beret, reimagined from her 1944 look.
• Josefina Montoya™ – The hopeful and helpful Josefina Montoya gets a contemporary update with crimson-ruffled shorts, colorful primrose accents, and cowgirl boots, inspired by her life in 1824.
• Felicity Merriman™ – Channeling Felicity Merriman’s 1774 boldness and bravery, this doll features rose-print satin, coral-colored beads, and equestrian-inspired accessories.
• Kirsten Larson™ – Honoring Kirsten Larson’s 1854 prairie roots, this doll features floral-print fabric, ruffled details, and delicate embroidery.

American Girl Publishing: The Making of American Girl

The Making of American Girl, available now for pre-sale and launching May 12, 2026, was created for devoted fans and anyone who is curious to peek behind the scenes at how American Girl came to be. This unprecedented exploration of the American Girl archives is arranged chronologically, starting with the first historical characters: Samantha, Kirsten, and Molly. Turn the pages to see the early days of the American Girl magazine, the development of characters Felicity, Addy, and Josefina, and the launch of the first American Girl Place in Chicago.

American Girl Publishing: Samantha: The Next Chapter

The brand is announcing Samantha: The Next Chapter, a new novel for adults, available for pre-sale today and arriving wherever books are sold on Oct. 13, 2026. Written by bestselling author Fiona Davis, the story features 25-year-old Samantha Parkington in the 1920s, working hard to educate women in New York about suffrage and encourage them to vote in their first presidential election that fall. But when Samantha’s large inheritance, including her childhood Mount Bedford home, is stolen in a shocking scheme, she goes from socialite to shop girl overnight and experiences a very different side of New York City. Searching for clues regarding the theft of her inheritance, she infiltrates the business of a notorious criminal in New York City. Determined as ever, Samantha will do whatever it takes to find answers and save her family’s legacy. The novel bridges old and new with Samantha’s next chapter of life, inviting readers to discover a new era as she navigates adulthood.

Throughout the milestone year, American Girl will continue rolling out new products, stories, retail experiences, special collections, and exciting partnerships to commemorate its 40th anniversary, each designed to celebrate the brand’s rich heritage while inspiring the next generation.

About Fiona Davis

Fiona Davis is The New York Times bestselling author of several novels, including The Stolen Queen, The Magnolia Palace, and The Lions of Fifth Avenue, which was a Good Morning America Book Club pick. She’s a graduate of the Columbia Journalism School and is based in New York City.

About Mattel

Mattel is a leading global play and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, Polly Pocket®, and Barney®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

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