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ARCHIVE PROJECTS

American Girl

One customer at a time

AGENCY
Donovan & Green

CLIENT
Pleasant Rowland, Founder & President of American Girl, Inc. of Madison, WI

PROJECT
Original Flagship | Michigan Ave, Chicago, IL
New Retail Brand Experience & Prototype Design

MY ROLE
Creative Studio Director: Retail Facility Brand Concept/ Customer Journey Mapping/Layout, Experience Development, Merchandising Concepts, Signage/Graphics, Materials & Furniture Selection, Launch Event Planning, PR Development.

OVERVIEW
Deflated by the choice of only Cabbage Patch Dolls or Barbies while shopping for her niece at Christmastime in 1984, Pleasant Rowland, a school teacher & author of one of the nation`s best-selling kindergarten language arts programs ‘Beginning to Read, Write & Listen, committed herself toward the entrepreneurial venture of creating a more inspired alternative for young girls. Soon after successfully launching a catalog-based enterprise, featuring historically inspired dolls, accessories & books for sale, she proceeded into a bricks & mortar retail experience to enrich connection & drive more revenue.

In 1995, as Studio Director, I led team development around this new retail concept, including customer journey mapping, layout, brand interior design expression, merchandising concept, signage/graphics for a diverse array sub-brands plus helping developing launch events and PR efforts.

STATUS
In 1998 Ms. Rowland sold the Pleasant Company [now American Girl] to Mattel for $700 million & 20 locations have been rolled out nationwide. In 2001, American Girl reached $350 million in gross sales & in 2010 up to $511m, second only to the Barbie doll.

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