American Girl | Company Profile, Marketing Contacts, Media Spend, Brands
American Girl makes the American Girls Collection of 18-inch, high-dollar dolls, including Kirsten and Molly. It also publishes "American Girl" magazine and American Girl books (more than 110 million copies sold) and sells room décor, clothing, and accessories, including items that match the dolls. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(608) 836-4848|
|Main Fax||(608) 836-1999|
American Girl ContactsContacts (5/14)
|Katy D.||Senior Vice President & President||WI|
Sample of Associated Brands
|Kathy M.||Senior Vice President, Marketing||WI|
|Julia P.||Vice President, Global Marketing||WI|
|Julie P.||Director, Public Relations||WI|
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Q4 Media Opps: American Girl moves media planning
Subject: traditional, TV, digital, omnichannel, direct, social
Brand: American Girl (Confession: I totally owned Samantha growing up) – AG is owned by Mattel.
Opportunity: We’ve learned that American Girl moved media planning from Publicis’s Intiative NY earlier this year. AG has drastically reduced TV spend in 2015 and is shifting more dollars into digital, like most other brands. Q4 is AG’s biggest spend period, so reach out now to secure any holiday dollars that may still be on the table.
During Q1, AG launched the Truly Me personalized line to strengthen brand relevance, so that would probably be the best place to begin pitches. CEO Chris Sinclair said that while the Truly Me launch (a rebrand from the My American Girl line) is doing well, there is still more work to be done to reinforce AG’s point of differentiation, personalization and in-store experience. Therefore, those with ideas for how to keep the brand top-of-mind – particularly in Mom and girl-focused digital, social and mobile channels – you know what to do.
Media Spend: Kantar Media reports that AG spent $11.7 million on measured media in 2014. According to iSpot, AG has spent only $481,000 on national TV ads this year – a 99.9% decrease from the same period 2014 when $2.4 million was spent.
Digital Breakdown: According to Moat, AG has run 47 standard display ads on 173 publishers so far this year (3% mobile). Top ad destinations include webkinz.com, stardoll.com, funbrain.com, nick.com and gamesgames.com. The same period over 2014 saw the doll brand run 22 creatives on 43 publishers (<1% mobile).
Agency Relationships: According to The List, WPP’s Publicis North America is responsible for brand strategy & development, digital content and production.
8400 Fairway Pl.
Middleton, WI 53562
Vice President, Marketing – American Girl
Senior Manager, Global Brand – American Girl