American girl company:  brosie
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American girl company: brosie

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American girl company: brosie




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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

Slide6

Research

Slide7

Competition

http://www.zimbio.com/Top+Kids+Toys/articles/U9l4O0RGS2c/Best+Dolls+Girls+2010+Top+Sellers

Barbie

Bratz

Slide8

Pricing

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)