For the 40th Anniversary of American Girl Dolls, Mattel introduced the Modern Era dolls, redesigning the iconic look and build. The line also features modernized versions of the original dolls. Some say this redesign undermines the franchise’s educational purposes, while others simply dislike the dolls’ appearance. This might be the ultimate glow down of American Girl Doll.

“What?? Nooo, this ruins the whole point of the historical dolls!!” wrote one user on the American Girl Doll’s Instagram post announcing the collection. “Please don’t do this. The reason we like the historical dolls is that they aren’t from our time! Samantha isn’t an iPad kid, Molly isn’t Taylor Swift!!!” another shared. 

Some people are even arguing that the form of the dolls is too skinny. The shift from neutral sizes to more unrealistic body standards amplifies body dysmorphic disorders that so often follow young girls as they mature into women.  This is becoming a tremendous issue for young girls.

Jamie Cygielman, the global head of dolls at Mattel, told The New York Times that “the dolls are really meant to celebrate the original historical characters in a different form.” 

She noted that the new dolls are 14.5 inches instead of the original 18 inches and are not intended to look thinner. Cygielman attributes “ease of play” as the reason for the change of size.

Apart from the size of the dolls, other changes include softer face molds, updated eye shapes, varied skin tones and hair textures, contemporary outfits aligned with Gen Alpha trends, expanded disability representation (hearing aids, wheelchairs, diabetes care kits, etc.) and repositioning the “Truly Me” line to emphasize individuality.

One reason for the redesign could be competition with other doll manufacturers. Dolls like Barbie and Bratz have been around for centuries and are facing similar rebrandings.

The question is: Are these changes paying off?

The company American Girl Dolls was once a cultural powerhouse (especially late 1990s-early 2000s). However, studies have shown that sales declined significantly between 2014 and 2019. The COVID-19 pandemic years were detrimental for the toy industry, and although recent years have shown stability, companies are still struggling to replicate the sales of the early 2000s. The redesign is part of a long effort to modernize and recapture relevance with today’s kids.​

From a cultural lens, the design has strengths and weaknesses. The strengths include strong representation, contemporary storytelling, transparency between children nowadays and less of a “one size fits all.” Some weaknesses include the dolls appearing younger and more cartoonish, along with a more fashion-forward marketing approach rather than a book-centered storytelling approach. There’s tension between heritage and market survival.

Another major factor in the controversy over American Girl Dolls deals with nostalgia. Millennials and Gen Zers refer to American Girl Dolls as the dolls they grew up with. Think about the thick hardcover books, historical narratives and a serious educational tone we used to read and play with. The older ones feel more historical, while the newer ones are more lifestyle-oriented. This mirrors broader branding shifts across media.

However, some buyers are excited about the new release of American Girl Dolls.

American Girl fan Emily Marks told the Times that she was excited for this new collection.

“They still look like kids to me,” said Marks. “I like that it’s an entry of more interest into the historical dolls.”

The redesign feels like a reflection of generational transition. I remember owning the Kate and Kit dolls and bringing them with me to an American Girl Doll themed birthday party.  Regardless of the doll’s appearance, each girl should feel honored and special because of the doll representing them as a girl. Gen Alpha is growing up with American Girl Dolls as an affirmation of identity. That’s a subtle, but powerful shift. The question isn’t just “Do we miss the old dolls?” but rather “Do we miss who we were when we had them?” That nostalgia is often projected onto the product.

The new American Girl Dolls are now available for preorder and are expected to ship on May 1! Chase your American Girl Doll dreams!