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Retail Top 100 2012, No. 45: American Girl

September 19, 2012

Mattel’s American Girl line of dolls, accessories, books, and (more recently) movies, has dominated the big and expensive ($95) doll market for a quarter-century by building its brand with unwavering focus on its core customers (girls, their mothers and their grandmothers), an ability to identify and fill gaps in the market for their customers and a commitment to connecting with its customers beyond the actual sale. Since its first mail-order catalog debuted in 1986, American Girl has sold more than 20 million dolls and 135 million books that tell the stories of its dolls representing different periods in American history.

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