WHY American Girl is Raising Doll Prices | American Girl Podcast

Today we're discussing possible reasons why American Girl is raising the price of their dolls while also lowering the quality. Leave a comment to let me know your thoughts!
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[@jaclynperez4023]

Omg I want your sweatshirt! Do you sell them?!

[@idreamofjonny]

Yep! idreamofjonny.com/products/pleasant-company-logo-hoodie-unisex

[@susanstater4695]

I wish they go for increased quality. I’d pay more for that.

[@classcloe5769]

same i wish they would go back to the more chubbier heads!

[@hannahcustoms1253]

i think i’d be okay with the price increase if there was a reflection in the quality. until i see that i think the price increase is ridiculous

[@idreamofjonny]

I'm hoping for higher quality clothes, but I'm not counting on it. We might see some, but I think they'll still be finding ways to cut costs on clothes

[@hannahcustoms1253]

@@idreamofjonny i agree! i’m thinking with what’s launching tomorrow we’re going to see some neat stuff!

[@kerrysmiles]

Agreed... Guess I'm switching to only buying used.

[@joannamcclelland5049]

I wonder if maybe AG should go back to releasing only a few outfits a year instead of a bunch, that way the cost could go towards quality, not quantity! The quality of past AG was so much better, it really set them apart from other doll manufacturers and so was totally worth the price we were paying. AG is becoming very much a fast fashion product, thus we are seeing a major decrease in quality. 😕 I think they would also save alot by cutting back on all the unnecessary collaborations, so much money is going towards licensing fees rather than towards their own designs.

[@Katesaprincess]

@@idreamofjonnyidk I think their clothes are still pretty good especially compared to other doll brands

[@erinmonahan8245]

Why they didn't do it when they released Kirsten, Josefina and Addy? They release them at 150 and only a few weeks later raise the price? That was a bad move.

[@idreamofjonny]

That’s why I think this price hike was unplanned

[@Kari-G]

THIS. I would not have been angry at all otherwise. That was a dufus business move. Always thought AG was more savvy than that.

[@jessnawoods]

I just feel they spread themselves too thin with with how many different dolls. I get they want to appeal to little girls, but even my daughter gets overwhelmed picking her one item when do go or the one modern doll she wanted

[@AnimalLover101195]

I collected as a kid in the late 90’s early 2000’s and seeing now how the company seemingly has gone down in quality and up in price is so heartbreaking. They were such a big part of my childhood.

[@bestrnlynzeep]

Not sure why I haven't subscribed before. Rectified that situation. Nice to "meet" you. I'm a big doll collector; predominantly AG/PC dolls. I have many. Really enjoyed this! Looking forward to more! Well done Sir.

[@melodyadler5175]

Would love to see an updated “all my dolls” video!!

[@Alixthecollector]

I paid $84 for my first Girl of Today back in 2001, major deal and massive price tag for a 5th grader. Then for my 14th birthday we went to the Chicago store and I paid $87 for my #6, so all these years later (2021) when I came back and started buying again, I was actually shocked that the price wasn't higher, and I'm honestly not surprised they finally raised them again, it's sad, but I completely understand, like you said, too bad all corporate cares about is prophets and percentages, great video!

[@clairewatkins1720]

Great analysis of why the price went up when it did. Thank you! 😊

[@FixMyAGDoll]

I totally agree about feeling an "ick" from the price increase right before the berry event. I am indeed planning on buying an Addy at the event, and now I'm annoyed I will be spending an extra $10 that I could have used towards an accessory or something. Like you said, it is a luxury product & I have a lot of privilege to be able to afford the product, I just think the timing is so odd and feels a little manipulative. My hope is that we see an increase in quality for the named characters as a result of the $ increase. I do wonder if they are going to come out with a 1700s or 1800s girly (re-release or newbie) and they need the extra wiggle room in price to have the meet outfit be actually accurate and ornate. Clothes from those time period are just a lot fancier than the 20th century. Maybe that's just wishful thinking though 😂

[@sylvanian_taku]

When my older sister and I got the Addy dolls and books at their release, they were over $150 (if adjusted for inflation). My parents did not buy the $22 accessories (which would have been over $40+ today). They were considered keepsakes to pass on to our kids, and we were not allowed to play with them. I guess for wealthy families, they could afford for their kids to destroy their toys, but for a middle class family, having a single Pleasant Company doll was a luxury.

[@JustYourAverageGirl2002]

Inflation. This is rough 😔 I do wonder if it has to do with having to pay licenses for Disney? As a Wisconsinite, it's really sad to hear them move out to California, tho 😔 Also, I think you articulated this really well. Loved the video!

[@idreamofjonny]

I don't think it has to do with the Disney licenses, because all of those numbers are negotiated before the deal is signed, and this affects a lot more dolls compared to the amount of Disney dolls they have. I think their costs have creeped up on them this year. Thanks for the kind words!

[@JustYourAverageGirl2002]

@@idreamofjonny thanks for the clarification!!! 😊

[@carriethreads]

I'm grateful there are people like you keeping us informed; I wouldn't have known about the price increase as I haven't been browsing the site recently. My main takeaway is that well, I'm no longer tempted by the re-released historicals at $160. I don't think the price is particularly unfair, but eh, I guess that tips it over for me. I will likely still get Claudie, and one or two more TM on my short list. Random thoughts: I would be very surprised if the headquarters move did not include layoffs. I also would not be surprised if the quality of new dolls continues to decline while prices rise. For me personally, the outfits are almost never worth it. To me it seems like a lot of money for polyester fabrics and velcro. But that is not to imply that anyone else should feel the same way. I don't have a long history with AG, they weren't around when I was growing up, so I don't have the same investment with the dolls' stories as others do. I wonder how much of the price increases, if any, are going to the book authors in the case of historicals? My guess is not much. The price increases would be more palatable if we were sure the quality wasn't being steadily mattel-ified and invisible creators (book authors, costume designers, etc) were being paid well. Having seen this trajectory (big takeover, steady decline in quality, raising prices, etc etc) in several other industries, it will not surprise me if AG eventually declines to the point where it loses sight of the original mission. Hopefully that's far in the future. Good video, thank you.

[@paulettepalmer4860]

I kinda feel like there were signs this was coming, for instance, the increase in prices for clothing and larger items! Such a bummer, though, for those who were waiting on purchasing a doll, and now they have to pay even more! Certainly takes some of the joy out of it! Thank you, Jonny, for the forum to vent!😊

[@marieazrak1951]

Here’s my question what happened to the cookbooks and the craft books and the theater cat and paper dolls other historical characters? They need to bring those back seriously

[@sarahb9240]

Very good video. I still think these price increases are far too high; it should be incremental. I was going to get Lila at the event tomorrow, but now I am not sure. I’m so mad, because like you said, I waited to get her. I’m glad I got the three Disney dolls and the re release of Kirsten already. Good golly- how much will the collector dolls be this year. I cannot afford $300+ for a doll this year. I hope they ditch the S crystals.

[@idreamofjonny]

I def think expect $300 for the LE dolls. I’m glad I have most of what I want from the named character line. I’m waiting for kavi and Lila to go on deep sale

[@sarahb9240]

I just noticed this: I don't know if anyone else got this, but my catalog that came today, has a $20 off code on the back cover. That helps soften the blow a bit.

[@sarahb9240]

​@@idreamofjonny- that would be great if they went on sale!

[@EffortlesslyEgypt]

Well their latest shareholders report was just them bitching about selling the ag brand and fisher price because they don’t make enough money 🤷‍♀️ it’s def the shareholders pulling the strings.. what a bummer but I think it was either coming down to selling off the brand or try to keep it going

[@joannamcclelland5049]

Yeah, maybe, so if that's the case I really don't mind the price increase, it's really not that much anyway, I just want the brand to keep going, I love it so much!! ❤️

[@lisbetsoda4874]

I wish they would sell it off to a buyer with more integrity and perhaps more modest profit demands. Some like things slow and steady - including their profits.

[@dianaalmazan69]

Not surprised. People have been paying $300 for the collector dolls. Anyways, you have a BeForever Molly! 😍

[@idreamofjonny]

I love her! It took forever to finally find one that wasn't like $300 lol

[@princesssadieloo]

I had just got on the website to order the girl of the year and Maryellen’s cowgirl outfit and I was shocked with the increase, so I swapped dolls for a truly me, not digging her lashes but oh well, it’s a bummer!

[@desnakellum-yanzuk2217]

I was at the Berry private shopping event in NYC on 6/2. Some brand new releases didn’t even have price tags on them, just UPC barcodes. It seems some decisions were made in a hurry.

[@ellenatkinson8658]

I live in Los Angeles and recently ordered Kirsten and was shocked to get her barely 2-3 days after I ordered her. I thought maybe she had been sent from the American Girl Place in LA but maybe they did move at least some of their warehouse facilities?

[@meganpinkowski8166]

I wish we could see behind the scenes of production. I think that would be interesting

[@Mandalaaxo]

People are having the same coversations about Microsoft Xbox and how they keep closing studios and expecting more people to pick up the slack. (My husband works in games media and it's a looming conversation right now.) They are never satisfied with a stable income, it MUST go up and up and up or else it's a fail. One reason capitalism is doomed to fail, because at the end of the day, the economy will become so top heavy that it will eventually crash down because the economy cannot be supported endlessley on the backs of the poor as the top gets bigger and bigger. I was also wondering if they are selling the rest of their stock of 35th anniversary for the "rerelease" of the historicals. I kind of feel like my 35th anniversary Kirsten is worthless now because they just released the same doll as a regular release. It doesn't even say 35th special edition on the box or anything to distinguish it. How do we feel about that?

[@TheMaggieMia]

Gotz made the dolls and the AG dolls were Not selling for more than the middle line at Gotz when they were being made by Gotz. .

[@NonYaBusinessBISH]

I swear I saw American girl dolls on the second hand market for $10-16. I didn't know the company were raising their prices. They were $150 at some point and even that sounded ridiculous

[@c.w.2000]

The $160 is for a special release of 3 of the historical dolls and comes with the accessories rather than the usual separate pricing. Also, I doubt you saw AG in decent shape at $15, although the used market for run-of-the-mill dolls has decreased for sure.

[@NonYaBusinessBISH]

@@c.w.2000 I mean, I'm an doll collector and I customize my own collection. Some matted hair, a few stains and rips in the bodies. Yeah, to an parent or average person it might've been a hassle, but I thrive on restoring and on painting my dolls so to me $10-16 is a steal

[@tinmanlover1994]

I think because AG has moved to CA HQ vs the original location in Wisconsin which AG has been in until as of lately. I think that's why the price increased to $10

[@allysonvickers6065]

I think $10 all at once was a bit much. I could understand a $5 increase but it just seems like a lot. And to me this means they'll say "oh we increased dolls $10 and people are still buying, let's raise other prices too".

[@idreamofjonny]

I agree $5 at a time is a lot easier to take. I just try and think about the money we saved not having to pay a $5 increase 5 years ago

[@ellenhantzsche-yk6lw]

Honestly, I don’t think the price increase is out of line, considering how long it’s been since the last time they raised the prices. What I do have a problem with is the cost of some of the outfits. Several of them in the recent past, and present, seem overpriced to me.

[@dakotatwilight]

My thoughts are varied because it is so complicated. I agree with you on the whole corporate structure and how it works, having had to take economics, the most boring class in all of the university, you have pretty much said it in a nutshell. And even if products are being produced in China they also there have to grapple with the same issues of keeping the people happy to keep their own jobs. From as far as my research has brought me, and talking and noting what smaller doll companies have said, as to wether they let their products be made in China or not, has to do with ethics, their business goals and how much say and protection they have with their products and their trademarked brands. If they produce outside of China each doll produced does cost quite a bit more. The big issue is trademark and copyright of a brand, mold or product. On top of all other negotiations there are high fees and a ton of extra paperwork for each product made to protect it from being copied or reproduced in China. Without this process factories can reproduce dolls under other names. They see a copy as a compliment to the artist having reached a high level, at least on the societal level, some speculate greed is also involved by some. One doll sculptor, (non AG) said that for each sculpt it costs her 350$ for each run to protect her product in China alone. And these need to be renewed for an open unnumbered run. And she is a small business and very good at what she does. Then comes the negotiations with the factory, as all factories are owned by China in the end (through their owners), who sets the rules of procedure, costs and wages. The government there comes down hard on breaches of contract, if done correctly in the first place. This in my opinion is why Mattel has clamped down on leaks so hard that we seldom get notice before the dolls are already in mass production. To save the brand and AG. On a personal note am I happy, not exactly. I am very pleased that I made the decision to buy my reproduction Kirsten last month, even though that made my spending on any pleasantries nil for the rest of the month, as I hadn't planned to buy a doll til June. Would I have paid 160$ for her, yes. I am very pleased in her quality and will be able to fix my PC rescue (2000)Kirsten to look more like she was originally minus the hair as she is her unofficial cousin, she needs a face up and touch up on hands and feet (damage before I got her). Will I buy Addy and Josefina, I am thinking about Addy, if my own PC Addy does get silver eye I might, I think I might see the start. And my new Kirsten doll came from Madison to Green Bay WI. In the 90s my daughters had desperately wanted PC dolls but we lived overseas at the time and I agree 80$ was a lot of money back then. Friends and family in the military got us the catalogues. We made do with the books instead. Though my mom kept her ear to the ground if anyone in the military and diplomatic community wanted to sell one, not even once did that happen. By the time we moved back they were all teens.

[@charlotteamaro7165]

I didn't get an invite either.

[@5hensandahowardbird]

Such a great video!

[@tinmanlover1994]

I think 2 summer's ago AG raised the price of Bitty baby and Willie wisher dolls when they released the Bitty baby that goes into the pool and bathtub.

[@jamesbosslet994]

For adult collectors, I feel the ten-dollar price increase is not that big of a deal! however, what is keeping this brand afloat is the parents buying these dolls for their young children/daughters, i feel if it gets much higher it will affect the brands longevity. I also feel this price increase is a test to see what they can get away with, and more increases are on the way.

[@mishti06]

So for those of us who are not in America....a price increase will make these even more out of reach. I've paused my collection for now..I have all the dolls I want and no more space or money. These are expensive dolls, I think they should focus more on quality and making them more available to all, especially young kids.

[@onlyalisaawilliams]

American girl raising their prices should’ve been expected , every company did… Inflation can be caused by “supply and demand”, but corporate greed is always apart of that . Capitalism is the American way , and corporate profits is apart of that . Mattel outsources it manufacturing overseas, because it’s much cheaper , hence corporate profits. The most we can hope for as the consumer that some of those profits Trinkle down to keep the economy going , but we should never make excuse for the wealthy, know the truth , and except the truth. All of those changes you spoke on Mattel made , their passing it on to us the consumers that’s how businesses business.

[@lisbetsoda4874]

Just remember that American girl dolls would not exist without capitalism. Just keeping it real.😊

[@princesssadieloo]

El Segundo is not Los Angeles proper, it’s a city within the county closer to the coast, would be interesting if the headquarters was actually in the city…

[@TheMaggieMia]

I have had stuff shipped from CALIFORNIA,Texas and Wisconsin so they have stuff on different locations andu CYO shipped from Texas, almost on the border

[@tinmanlover1994]

A lot of people are still buying AG and Theirs still Ways to save on new AG dolls and everything. Then theirs 3rd party resell as well I wonder if even with the price increase people I'm sure will start looking 2nd hand for dolls

[@nanasewdear]

$10 isn't too bad compared to the price increases we've seen with other items. As you said, this is a luxury item and no one will perish if they need to wait another month to buy. I think the quality of the dolls is pretty comparable with the earlier dolls and I bought my first one in 1991. Sometimes the faces can be a bit wonky. I equate that with mass production and the folks in quality control are checking to see if these dolls are acceptable as toys, not collectors items. It's the accessories that have fallen in quality since about 2004 or 5. They are now more Barbie-like rather than authentically inspired like those of a Bru doll.

[@marieazrak1951]

And also if you wanna customize and create a doll looks just like you anyway add on jewelry or eyeglasses rain thing like that it’s literally over $200 and so are the truly me dolls they have miniature dolls other historical characters jar like $26 but like they also have WellieWishers for like really young kids which are like I think $60 and then they have all these different clothes for the doll, zinc, Cesery‘s and clothes for the kids and books and all that and nail polish And stuff like that everything is just so way over price. I wish it would go back down to like $24 for the average historical or make your own doll or whatever and let alone a wide the manufacturing to me doll situs and everything they require is done overseas same light China or whatever.

[@MamallamaAG]

Capitalism Dystopia- yes 💯 and they don’t care how much we complain about the decrease in high-quality ‘goods’. Appreciate this video. Thank you!

[@Earthslittlesecrets]

I hope they don't close the D.C. Location

[@c.w.2000]

I've only been buying American Girl dolls since 2022, and I don't think the price is bad compared to other Mattel products like collector Barbies. However, I only buy when they have 20% off and/or a clearance, and I am looking at it from an adult perspective. I live in Canada, and the worst part is that we can't be Berry Club members. I think AG is in a difficult segment of the market: many families can't afford to buy the brand at all, some can only buy a few dolls, and only the upper middle class and rich can afford a large collection. With the shrinking middle class and various factors affection disposable income in that group, it's hard to hit the large sales numbers a huge corporation wants. Then add to that the decreasing appeal of dolls to kids in an age of technology. I hope AG is still around in 10 years.

[@persnicketypleasantpenelop7505]

I think it is fine. Some of the fans of AG want these dolls to be exclusive, coveted, hard to obtain dolls that they can flaunt. I've never been a fan of exclusivity, feels too Marie Antoinette " let them eat cake," to me, but I do love AG for the quality doll products. So, if this is what it takes to survive, fine. Plus, that is the way of the world, its very The Fox and the Grapes story, those that can afford it find this a sweet treat, those that cannot see this as sour grapes for sure. Dare I even reference Bacon's Rebellion when it comes to U.S. capitalism and the backlash of how it makes people feel about material goods that are purely ornamental...even products that bring us escapism like books over a century ago for the upper class. I hear you with the CYO dolls, because now the TM market is saturated along with character dolls. Now, you literally have to pick your poison.

[@1964chopper]

I can not figure out how to post the pic I will put it an my Canadian American girl site for you to see. Let me know if you are interested. Ill post it at pending but there is no commitment on your part.

[@catdogmom155]

I don’t particularly mind the $10 price increase on the dolls. I would have a problem with a $10 price increase on clothing/accessories because those are already overpriced in my opinion. I think the doll pricing is fair.

[@AndreaA127]

if they are going to charge american prices these dolls should be made in america.!!!!!!

[@carmenm.morales5653]

Ikr 😼

[@c.w.2000]

Well, you would definitely be paying over $200 (maybe $300) per doll if that happened. I'm not saying that there isn't a market for American-made dolls, but it's not going to be on a mass-produced level, especially for what is largely a children's toy. Not to mention the factories and skills aren't in the USA anymore. That ship sailed decades ago.

[@lisbetsoda4874]

I think a lot of people want champagne on a beer budget.

[@CJMonroe1985]

I would rather pay a little more than have the company go under and American Girl be only a memory.

[@lisbetsoda4874]

Oh, they would maybe sell it off in chunks. I could see an idealistic buyer capable of buying the original line - historical dolls and books. And Mattel keeping the rest. It wouldn't bother me of they did.

[@buffmontana4203]

It is inevitable that this would happen with everything else going up. I am at a point in my life I am willing to pay more for better quality. Like food! An average person in China in a factory make $950. USD a month with the cost of living cheaper there than the US. Not to change the subject but.... Will advertisers on KZbin eventually take over KZbin creators and their channels like they did to Television? What do you all think?

[@carriethreads]

Considering that I was shown 6 or 8 ads in this half hour video, not counting the ad before and one after, I'm going with yes

[@tinmanlover1994]

If you don't increase the prices then the doll's will get it like cutting their hair off or something like sid would do in toy story

[@tinmanlover1994]

American Girl And The dolls Had a forced hand and had no choice but to increase. I think Someone like Sid is standing over the president of American Girl and is saying to raise the prices and if they don't they'll cut the doll's hair or fingers off

[@beccamason136]

It’s $10...

[@joannamcclelland5049]

The price increase really isn't that bad, I think AG did a good job only raising it $10 and I will keep buying from them because I too want the company to thirve, I dearly love it, I just won't be able to buy as much as I was. However, it really frustrates me that the quality isn't also going up. 😕 While I can understand that it is probably larely due to the cost increase of materials and such I do think corporate greed is still playing a huge part, but that's been an major issue in the US for decades so I'm not at all surprised. I wonder if they just moved their production to the US if they'd save anything, transport cost at least, and like you said, they'd probably also save alot by moving their whole operation to a less expensive state. Hopefully inflation stops soon, but we'll see...😕 Also, I never got an invite to the priavte sale event either, yes, I'm 5.5hrs away from an AG store, but that's only 30mins by air and would totally be worth the ticket! 😥

[@Rayven444]

All the stores closing. Prices randomly increased after a release… I feel like this company is going bankrupt, can’t lie