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Presentation on theme: "American girl company: brosie"— Presentation transcript:
Slide1
American girl company: brosie
Slide2
Background
Slide3
Background
Founder: Pleasant T. RowlandPresident: Ellen L. BrothersHeadquarters: Middleton, Wisconsin First Debut: 1986
Products: Books, dolls, movies, clothes, games
Mission:
To celebrate girls;
to
embrace who they are today and look forward to who they will become tomorrow
.
Slide4
Employees: 1,900 employees full and part time year round; and 4,200 during the pre-holiday season.
Awards: 2011 Recommended Award, Parents’ Choice, 2010 National Parenting Publications Awards (NAPPA) Gold Award, 2010 Approved Award, Parents’ Choice, 2010 Honors Award, National Parenting Publications (NAPPA), 10 PTPA Media Seal of Approval, Parents Tested Parents Approved (list goes on and on)
Number of books sold: 135 million
Number of dolls sold: 20 million
Charity: American Girl has donated over $87 million in cash and products
Slide5
American girl dolls
18-inches40 different combinations of eye color, hair color and style, and skin toneExtras include: braces, glasses, and earrings
American Girl: about $100Sold: in A.G stores, online, select dolls at TargetBarbie: about
$30
All toy stores
Bratz
: about
$30
All toy stores
Slide9
Sexualization of girls
Slide10
Sexualization occurs when:
a person’s value comes only from his or her sexual appeal or behavior, to the exclusion of other characteristics;
a
person is held to a standard that equates physical attractiveness (narrowly defined) with being sexy;
a
person is sexually objectified—that is, made into a thing for others’ sexual use, rather than seen as a person with the capacity for independent action and decision making; and/or
sexuality
is inappropriately imposed upon a person.
Slide11
Consequences
Cognitive and emotional Mental and physical healthSexuality Attitudes and beliefs
Impact on others and on society
Slide12
Objectives
Slide13
Increase sales of American Girl Dolls
Promote American Girl message and values
Increase publicity
4. Increase overall sales of American Girl products
Slide14
Strategy
Slide15
Objective strategy
1
. Increase sales of American Girl Dolls
2. Promote
American Girl message and values
3. Increase
publicity
4. Increase
overall sales of American Girl products
News release on the (study of) sexualization of young girls (shows Barbie/
Bratz
vs. American Girl)
A.G Spokespersons on T.V
“This or That” Ads
Celebrity Endorsements
Host a fundraiser
Decrease price of dolls
Be aggressive
Create non-profit group that fights sexualized toys
Slide16
Implementation
Slide17
News
Release an article from a trusted organization (American Psychological Association) on the sexualization of young girls. Can name toys/dolls that contribute to this issue; and name American Girl as a positive toy for young girls that
combats the sexualization of girls.
Slide18
“This or that” ads
Slide19
Cheerleader dolls
Barbie
American Girl
Slide20
Halloween dolls
Barbie
American Girl
Slide21
Dancer dolls
Bratz Doll
American Girl
Slide22
Body
Barbie
American Girl
Slide23
Celebrity endorsements
TwitterBlogsFacebook
Slide24
Host a fundraiser
Raise money for organizations that help young kidsHuman TraffickingToys for Tots
Slide25
Decrease price of dolls
Make a more generic American Girl doll that can also be sold at toy stores (they can be less expensive than the personalized dolls)This will help competition
Slide26
Non-Profit group
Funded by American Girl CompanyCan bring awareness to the sexualization of girls and the companies that promote it
Slide27
Evaluation
Slide28
Measure sales of dolls (compared to previous years)
Measure sales of other products (compared to previous years)
Measure sales of other companies that sell dolls (see especially if they went down)
Measure website hits
Measure publicity!!! (how many shows, magazines, blogs, A.G was mentioned on)
