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Top 100: 46. American Girl

Mattel's American Girl line of dolls, accessories, books and (more recently) movies, has dominated the big and expensive ($95) doll market for 24 years. Recently, Toys R Us, Walt Disney Co. and MGA Entertainment all introduced lower-priced big dolls in advance of the 2010 holiday season. With U.S. unemployment hovering at 9.6 percent, these cheaper entrants may be the biggest threat to American Girl sales since Wisconsin educator Pleasant Rowland created the American history-themed characters in 1986.

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