Brand Champion of the Day- American Girl

Two years ago when I was visiting one of my favorite American cities, Chicago, I discovered what is now one of my favorite brands, American Girl. No, not because I have dolls or even like dolls, but because I am hard pressed to think of too many brands that have been as successful as American Girl in its ability to recruit and retain brand champions. Tons of moms and girls are addicted to this brand.

I recall the day when I was walking down Michigan Avenue in Chicago headed to one of my go-to lunch spots in the Windy City. I was surrounded by women and girls making a bee-line to some place. Where I did not know, and was hoping beyond hope that they were not headed to my lunch spot. No, they were in lock-step fashion going to their favorite lunch hour spot, American Girl.

Being one of the only males in the pack, I hesitated to go in, but because of my brand consultant instincts I had a hunch that I was about to learn more about a brand that gets-it. The place was jammed with smiling, giddy, screaming girls (and moms). Since then I have come to gain a huge amount of respect for a brand that sells 18 inch dolls for $95+. The company understands that toys are also about education, and American Girl delivers that, similar to what LEGO does. As an education branding consultant, I value that approach.

American Girl just opened its first store in my town so I would be remiss if I did not recognize them as the Brand Champion of the Day!

Rex Whisman

Brand Champions Blog

BrandED Consultants Group