Pole Spear
The Great Outdoors: In nature, the eyes have it
Some nature watchers find feathers enthralling. A great egret's plumes make them swoon. Me, I'm an eyeball guy.
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The Pleasant Company (now a division of Mattel) shoulders a great American responsibility. Having sold 13 million American Girl (AG) dolls and 117 million books, they lead the way in that age old childhood tradition of dolls plays. As such they set the bar, raise the totem pole, and have the power to direct young girl behaviors. They are potentially the stewards for America’s younger generation and have become a role model with as much influence as Britney Spears or Paris Hilton – a tall challenge indeed. But are they up to the challenge? Well they certainly are successful with $450 million sales in 2006; but does business success equate to moral and behavioral success. Here are the facts:
The Good
Educational: When she started it in Â’86, Pleasant Rowland said her goal was to "bring history to life." AG does a great job getting your child interested in different cultures and history. Most dolls have a character set in history, an informative book on their environment and clothes and accessories representing that period in history.
Informative: AG provides inspiring products (in addition to the dolls they have a fun website and a successful publishing company) for each stage of a young girl’s development—from her preschool days of baby dolls and fantasy play through her tween years of self-expression and individuality.
Quality: Although since the Mattel acquisition most products are made in China they remain high-quality, durable products. The dolls are articulated with a fabric torso and woven wig, making them life like and sturdy.
The Bad
Expensive: Everything from the doll itself (80 bucks a head) to the accessories and outfits to the shopping experience ($20 for a kid lunch) is grossly over priced. Once bitten by the AG bug, this can become an extremely expensive habit. The wide eyed look of astonishment by the child in AGÂ’s New York store is only matched by the equally wide eyed look of the parents when they see the prices.
Kids donÂ’t play with them: Dolls are to play with and to stimulate the imagination. Partly because of their expense, AG dolls are becoming more collectorÂ’s items than toys. This is a big drawback for 6 to 12 year olds who want to sit down surrounded by dolls and outfits and fantasize about their dolls adventures.
The Ugly
Crass commercialism: One only needs to flick through pages of the catalog or step through the shop door on 5th Ave to be overwhelmed by the array of products and services offered; from a doll hospital to hair styling and everything in between. All products are exclusive and exorbitantly priced. No one would grudge a business profit but there is a responsibility to provide value for money – particularly when a young mind can be easily cordoned into a monopoly situation. Also AG has a “mission to educate and entertain” and as such they need to provide services to do this; closing their online AG Club because “revenue wasn't enough to justify operating costs” isn’t good enough. Then there is the recent bad press regarding AG hair stylists in New York refusing to style non AG dolls and leaving children in tears – hardly the way to make friends and influence people.
So the jury is “out” on AG. Overall, if you’re like me, you’ll err in favor of AG, after all they do have a good pedigree and offer high quality goods. But they must not rest on their laurels – their influence over Americas girl community must not be under-estimated or taken for granted. This is a very serious responsibility to shoulder and needs to be nurtured and developed with care and attention. It seems since Mattel took over in ’98 traditional values are giving way to business imperatives. As the high-profile media blogger Jeff Jarvis says "I'll bet that Mattel didn't know the obligation it took on when it started this community”. But as one of Jarvis' readers wrote: "Perhaps third grade is a good time for a girl to start learning that there are friends, and there is business."
Remember how the mighty can fall; if AG doesnÂ’t take this responsibility seriously others will.
Lisa-Marie Cabrelli is the mother of a 9 year old daughter and the founder of Doll's Clothes & Accessories for American Girl Dolls . LM offers an economical choice of new and exciting dolls clothes and accessories for 18 inch dolls, plus lots more for young imaginations.
For a free gift sign-up for the Emily Rose Club [http://www.dollsclothes-emilyrose.com/clothes.html] or read her Mom's Blog [http://www.dollsclothes-emilyrose.com/blog.html]
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