NBC News
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'American Girl' grapples with holding onto loyal fans while drawing in a younger base
Posted
February 28, 2026
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16,829
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February 28, 2026
16,829
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2:53Now PlayingAs the iconic American Girl doll brand turns 40 years old, Mattel is taking new steps to give its loyal fan base new options as they get older. But a redesign has some fans asking if the brand is staying true to its roots. NBC News' Dana Griffin reports on the changes fans are seeing in the new dolls.
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