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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
Primary Address
8400 Fairway Place
Middleton, WI 53562-2548

American Girl Contacts

Contacts (5/14)
Name Title State
Katy D. Senior Vice President & President WI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (608) 836-4848
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 8400 Fairway Place
Middleton, WI

Jean M. President WI
Kathy M. Senior Vice President, Marketing WI
Julia P. Vice President, Global Marketing WI
Julie P. Director, Public Relations WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
American Girl ******* *

Agency Relationships

Brand Agency Service From To
******** **** *&* creative 2009 present
******** **** ******** ***** ******* brand strategy & development, digital content, production 2014 present
******** **** ********** Media Planning 2015 present

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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.

Additional Insight

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,,, and 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.

American Girl 
8400 Fairway Pl.
Middleton, WI 53562
(608) 836-4848

Kathy Monetti
Vice President, Marketing – American Girl
(608) 836-4848

Melinda McCrocklin 
Senior Manager, Global Brand – American Girl
(608) 836-4848