Mattel Launches Doll & Book Line to Champion Equality & Unity

Mattel brand American Girl has introduced a new doll and book line in a bid to champion equality and promote unity across the US.

The new cast of contemporary characters – Makena Williams, Evette Peeters and Maritza Ochoa – share stories that reflect several important social issues; including racial equality, environmentalism and immigration, and the value of working together to create a better world. In a unique series of overlapping stories, the three young friends become passionate peers in speaking up for the causes they care about. Shared scenes told from multiple perspectives showcase each girl’s point of view; and emphasise the importance of friendship, respect, fairness and inclusion.

“American Girl was built on diverse and inclusive storytelling narratives that have empowered an entire generation of girls to stand up for what they believe in with courage, resilience and kindness,” stated Jamie Cygielman, General Manager of American Girl. “We created the new World by Us line to accelerate our progress in diversifying our characters and stories to better reflect what it means to be an American girl today. Through Makena, Evette and Maritza, as well as future characters to come, we hope our fans learn that they’re never too young to contribute to the larger conversation; and help make the world a more inclusive, unified place.”

DIVERSE & INCLUSIVE STORY TELLING

Maritza is a caring, take-action kind of girl who loves celebrating her Latina heritage; from the delicious food to her community’s music-filled festivals. A leader on and off the soccer field, she finds her passion in advocating for others, especially helping to keep immigrant families together. Makena, however, loves art and her close-knit family, with ties tracing back to Kenya. But her real passion is fashion, which she uses to express her views. After experiencing a racist incident in her own front yard, Makena uses her style to speak up about injustice. Evette also loves fashion, especially vintage clothes, as well as upcycling; and protecting nature, including the Anacostia River near her home. When she discovers racism in her own biracial family, she works hard to heal her world; family, friends, river and all.

The detailed 18-inch Makena, Evette and Maritza dolls, come with a signature outfit and accessories for each. American Girl product designers consulted with the authors and advisers who weighed in on critical design elements for each doll, including skin tone, hair type and face shape to capture the unique looks; like Makena’s exclusive face sculpt and rope-twist braids and Evette’s all-new textured curls. To bring the World by Us characters to life, American Girl engaged acclaimed writers, including:

• Angela Cervantes, author of Maritza (Lead with Your Heart). 
• Denise Lewis Patrick, author of Makena (See Me, Hear Me, Know Me).  
• Sharon Dennis Wyeth, author of Evette (The River and Me).

EXPERT CULTURAL ADVISORS

Other expert advisers who also collaborated on the project to offer real-world insights; and review manuscripts and the product line for cultural authenticity and accuracy, include:

• Katrina Lashley: Programme Coordinator at Smithsonian’s Anacostia Community Museum; and leader in the Women’s Environmental Leadership Initiative.
• Yasmine Mabene: California State Director of March for Our Lives; Social Media coordinator of Earth Uprising; and student at Stanford University.
• M Lucero Ortiz: Deputy Director for Kids in Need of Defense, Mexico; and human rights attorney who represented migrant families and unaccompanied children before the Departments of Homeland Security and Justice.
• Dr Deborah Rivas-Drake: Professor of Psychology and Education at the University of Michigan, who studies how teens navigate issues of race, ethnicity, racism, and xenophobia.
• Deanna Singh: Founder of Flying Elephant, a consulting firm that helps women and people of color become social entrepreneurs; and author of four children’s books about racism, including American Girl’s new Smart Girl’s Guide^™: Race & Inclusion.
• Naomi Wadler: Teen activist focused on racial justice. At age 11 she was the youngest speaker at the 2018 March for Our Lives rally in Washington, DC.

SUPPORTING BIPOC FASHION LEADERS

To celebrate the debut of World by Us and American Girl’s 35th anniversary, the brand hosted a special American Girl Fashion Show yesterday at American Girl Place, New York; and via livestream. Created in partnership with Harlem’s Fashion Row (HFR) the show featured reimagined girl and doll designs for American Girl’s original historical characters. Bold, modern-day looks inspired by Makena, Evette and Maritza created by celebrated HFR designers also hit the runway.

As part of the event, American Girl supported HFR’s non-profit organisation, ICON360, with a $25,000 donation to help raise awareness and funds for the next generation of BIPOC fashion leaders. In addition, American Girl is donating Cushnie’s doll designs to be auctioned by eBay to benefit Girls Who Code and its mission to close the gender gap in technology. The World by Us-inspired doll fashions will be available for purchase at American Girl retail stores starting March 2022.

“HFR and American Girl understand passion and purpose,” stated Brandice Daniel, Founder and CEO of Harlem’s Fashion Row. “For our youth today, this partnership is all about possibilities and what it means to stand tall and dream big; no matter your race, culture, gender, or background. I can’t think of a better way to celebrate the amazing potential in every child; and inspire them to create positive and lasting change in their neighbourhoods, communities and beyond.”

DIVERSE BOOKS FOR CHARITY

With its roots in children’s publishing, American Girl has long championed the belief that strong readers become strong leaders. This autumn, to further support children’s literacy and provide more diverse books to US schools and public libraries, American Girl is donating $60,000 worth of World by Us books to Reader to Reader; Kids Need to Read; and Little Free Library Read in Color Initiative. This donation is in addition to the $500,000 in diverse American Girl titles gifted to these same organisations in the past year.

Additionally, since June 2020, the brand has made its numerous stories written by Black women and featuring Black heroines available via its free online library; to help educate, empower and spark important conversations. The World by Us collection is available at americangirl.com and American Girl retail stores across the US. The World by Us books ($7.99 each) can also be purchased via retail booksellers.

Earlier this year, Mattel launched a line of Barbie role model dolls to celebrate female scientists; and inspire girls into STEM careers. Click here to read more.