Mattel launches family-friendly American Girl Podcast Network

Targeted at the doll brand’s multi-generational fanbase of young girls and moms, the podcast network will launch with three original shows ranging from mysteries to advice.
May 24, 2022

After playing in publishing, movies and social media content, Mattel is expanding its American Girl doll brand into audio entertainment for the first time with the American Girl Podcast Network.

The network’s slate of content features three original shows, which will be available May 24 on all major podcast streaming platforms, including Apple Podcasts and Amazon Music. The LA-based toyco is targeting American Girl’s multi-generational fanbase of young girls and moms.

“Our research indicated that kids’ podcast listening (mainly in our target age range of six to 12s) grew quite a bit during the pandemic, and parents welcomed the non-screen interaction,” says Jamie Cygielman, American Girl’s GM and president. “As the familiarity and the popularity of podcasts continues to grow, we believe this is the perfect time to launch a network where we can bring more short fiction podcasts to life, along with other non-scripted, educational and informational podcasts for our listeners.”

Exploring a new form of storytelling using its stable of IPs, writers and subject matter experts can connect American Girl and Mattel to a growing community of young listeners and their families, says Cygielman.

The first episode of scripted mystery series American Girl: 10 Minute Mysteries launches on May 24. The show is narrated by actor and podcast host Maggie Lawson (Psych), and season one is based on the doll brand’s historical mystery title, A Light in the Cellar: A Molly Mystery.

Interview-style series American Girl Fan Club will launch on July 13. It focuses on behind-the-scenes facts and trivia about how the brand and its characters were created, and how they have evolved. The show is hosted by American Girl superfans Sydney Paulson and Kristen Washington.

Lastly, advice series The Smart Girls Podcast will launch on August 17. Hosted by actor Shay Rudolph (The Baby-Sitters Club) and cultural expert Jess Weiner, the duo will interview a mix of young changemakers and guests.

The show is aimed at helping tweens navigate subjects such as mental health, friendships and emotions. It is based on American Girl’s advice book series, A Smart Girl’s Guide, which has sold more than six million units to date.

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