American Girl, the Mattel-owned brand aimed at girls ages three to 12, is introducing its new Shine On Now charitable initiative positioned to tap the collective power of young girls to raise up to USD$1 million in clothes, books, dolls and money to help those in need. The charities to benefit from the initiative are Kids in Distressed Situations, National Association of Children’s Hospitals and Related Institutions, National Wildlife Federation and Save the Children.

Until July 31, girls can become official American Girl Ambassadors at www.shineonnow.com, where they will receive fundraising tips, encourage others to join the cause and contribute stars to the website. American Girl will match the amount of stars raised with a donation of monetary value of up to USD$1 million to the four designated charities.

The campaign is also accompanied by a new virtual campus, Innerstar University, where girls can engage in a variety of games and quizzes. Access to the new virtual world comes with each 18-inch My American GirI doll, the company’s newly enhanced product line.