More than just dolls

American Girl, Middleton, Wis., launched its first catalog in 1986 and by 2005 it has become a multi-media operation aimed at the girl's market. Its products embrace everything from dolls and a magazine, to a complete line of books and a few made-for-TV movies (see Playthings magazine, October 2004). Not content with simply basing books on its line of dolls, it has branched off into the mystery and craft categories, as well.

“Topics for these books (advice and activity books) are inspired by girls' letters and comments sent to American Girl magazine and on the American Girl Web site,” says Stephanie Spanos, senior public relations associate for American Girl. These titles are designed to help girls make nearly everything they touch a unique experience.

Doll Jewelry, one such title, is a complete kit that comes with everything from hemp anklets to beads, organza ribbon, memory wire, multi-colored floss, plastic cord and stickers, all designed to allow a girl to create one-of-a-kind jewelry for her doll. Of course, girls can also make bracelets and anklets for themselves with the items supplied so they can match their doll.

Another activity book is Snooze-a-Palooza: More Than 100 Slumber Party Ideas. It contains ideas for everything from invitation design to breakfast to games and other activities like craft projects. It centers all this sleepy advice on themes like Spa Night and Scrapbook Bonanza.