Consumer Products

Mattel rebrands My American Girl as Truly Me

Mattel's direct-to-consumer brand American Girl is rebranding its My American Girl line of dolls as Truly Me.
May 22, 2015

Mattel’s direct-to-consumer brand American Girl is rebranding its contemporary My American Girl doll line as Truly Me.

Going forward, the My American Girl line, which includes 18-inch dolls, accessories and clothing, will be known as Truly Me.

The line allows fans to create a customized doll, with 40 combinations of eye, hair and skin color and outfits. The new Truly Me dolls will come with a Me-and-My-Doll Activity Set, as well as expanded digital content available at The Truly Me line aims to help girls explore and discover their own unique styles and interests.

As part of the new digital offerings, Mattel has rolled out a Truly Me microsite offering crafts, games, quizzes and recipes. The franchise also includes a Friendship Ties App, which lets fans make and share virtual friendship bracelets, and a line of new Truly Me activity books.

To support the rebranding, a roster of in-store events is planned at American Girl outlets, including a Truly Me Signature Studio in Chicago, New York and L.A., which will see fans design and print custom doll outfits. A sweepstakes is also running until August 12, offering weekly prizes to girls ages eight to 13.

Truly Me products are now available through American Girl’s catalog, and all American Girl retail locations in the US, as well as specialty boutiques within Canada’s Indigo Books & Music stores in Toronto, Vancouver and Ottawa.

The rebranding comes as Mattel expands AG’s global footprint, with new specialty stores in Canada and shop-in-shop boutiques set to roll out in Mexico later this year.

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