As we wrote in Packaging Girlhood, American Girl dolls, in their original form, did a fine job teaching girls that they too were and are a part of American history. Now it looks as if AG aims to teach girls that they too are a part of the new economic downslide. To do this, they've introduced a homeless doll. Unlike the Cabbage Patch dolls of old that children could adopt and whose lives could be improved with their love, Gwen Thompson comes with her own story of grief and, alas, her own homeless "style." Hey, nothing says homeless more than a sweet white dress with a pink sash and matching flip flops. Ooh, and that cute hair style! Buy her and you can forget homelessness — just mix and match her with the other cool expensive outfits and she fits right in!
In one sense we love that AG offers a collection of dolls with normal bodies and stories of hardship and strength that better reflect the real lives of girls. Take that Bratz girls and Barbie! But could this be any more disingenuous? Who is this doll for and with a $95 price tag, what will it convey to the girls buying about the plight of homeless girls? Of course this isn't their own money they're spending. Let's leave girls out of this. But Mattel? Get a conscience! This brazen co-opting of the hard luck stories of girls around America in order to make a buck -- horrifying. It’s especially brazen not to offer a penny of this to help better the lives of real girls. How about giving a healthy percentage of proceeds to homeless shelter daycares that enable children to be taken care of while their parents look for work and housing?
What can parents do? Write to Mattel/AG and ask that they (not their customers) set up a fund to benefit real girls and their parents in homeless shelters.
Check out Shaping Youth's response to our post and when you're done let Mattel know they need to give back not just rake it in!
Robert A. Eckert
Chairman of the Board and Chief Executive Officer
Mattel, Inc.
333 Continental Boulevard
El Segundo, CA 90245-5012
This makes me so sad and sooooooo angry! I'll be writing my letter this afternoon. And I'll encourage my 12y/o dd to read it and do the same. Our family has just been talking lots abt the economy and homelessness and having compassion/being proactive to help. Thanks for this post! Kudos to you!
Posted by: Wendy Young, LMSW, BCD | September 25, 2009 at 09:33 AM
well said...of course, the dds of Mattel getting a conscience are slim, but our letters may act rightly in spite of themselves!
Posted by: Joe Kelly | September 25, 2009 at 10:47 AM
At least donate the money you get from selling the doll to causes that help homeless people!
Posted by: Jennifer | September 25, 2009 at 11:55 AM
But, think of the other side. If American Girl only told the stories of average and well-to-do girls, then they would be giving girls a distorted view of modern reality. If they sold the Gwen doll cheaper than all their other dolls that are made the same way, what would that be saying about the value of homeless people? They put Gwen in about the simplest outfit possible, without going overboard and giving her tatters. Her hairstyle is nothing--it just takes one little elastic. American Girl has told stories in the past of Kit who lived through the Great Depression and, while she wasn't homeless, certainly became poor. And they have told the story of Addy, who escaped from slavery. Her family was homeless until they landed on their feet in a new city, and were still extremely poor for much of the story. We applaud Mattel when they tell the stories of poor girls of the past. But when they tell the story of a poor girl of the present, we rail them.
Interestingly, Gwen is the only AG doll, I believe, for whom there are no extra accessories (although the other girls' outfits will fit her.) Now, does that reflect reality, or does it discriminate against their homeless character?
I think if you check, American Girl does have quite a large charitable foundation that assists children in need, although it may not be specifically tied to homelessness.
I am not pro-American Girl or Mattel. I just think we need to given this a little more considered analysis.
Posted by: Karen from Canada | September 26, 2009 at 10:56 AM
I am currently reading Packaging Girlhood and have found it to be a real eyeopener. I also have an 8 year old daughter with three AG dolls (I am mentioning that in case I sound like an AG apologist employee. I'm not! Just some one who has invested heavily in their products.) While I see the point you are making about AG's depiction of homeless children, I think the original NY Post article which you link to has really twisted the situation. AG is not marketing a homeless doll as such (as in, "Hey! Let's corner the homeless market!";) Gwen is a character in the series of books released to coincide with the launch of Chrissa, which is this year's American Girl. The story as it focuses around Chrissa is that she is in a new school and being bullied. Gwen is the only other visible outcast at the school, and as Chrissa tries to befriend her, she learns that Gwen is homeless. There is a lot going on in the Chrissa books, of which Gwen's story is only a part. I like your suggestion that AG donate money from the sale of the Gwen dolls to programs or shelter who help homeless family, but I find it difficult to condemn them for the cost of their doll--it's in keeping with the rest of what they do. Not a defense, but I wanted to speak up on AG's behalf because I felt the original article was so scathing, and that the tone of your post took its cue from the original source.
Posted by: twitter.com/tardisgrl | September 26, 2009 at 11:11 AM
Thanks for the last two posts. I do think we fairly acknowledge what's positive about AG--even though we were very disappointed the company was sold to Mattel a few years back.
That said, we think it is quite different to raise the issue of present day homelessness, especially in the current economic environment, than to tell stories of poor or struggling girls who lived in the past. Mattel can do something for girls now. If they don't, they are simply making money on the commodification of homelesness. It's just wrong.
We can talk about how cute and simply dressed the doll is, the good storyline, even the importance of educating girls about this issue. But which girls? The storyline will reach only those girls who can afford the dolls. Girls whose lives Gwen represents, who might find comfort in the story or identify with the experiences, are again left out in the cold.
We stand by our view that Mattel should do the right thing and give a percentage of sales to homeless shelters. For us it's the only way to justify the high price of this doll.
Posted by: Lyn Mikel Brown | September 26, 2009 at 02:32 PM
Lyn,
Exactly my sentiment! Most of us were not around to assist with the problems of the Great Depression, or to lend a hand in abolishing slavery...although I would hope that at least some of us would have done something towards that end.
It is one thing to bring history to life, for children to understand the past and the struggles inherent therein. It is quite another to shed light on a CURRENT social problem, market the problem under the guise of helping girls understand said social issue...and make a pretty penny for themselves while doing it.
To capitalize on someone else's current plight is what seems calculating and irresponsible. Perhaps Mattel didn't think this one out to well prior to its launch...or then again...maybe they did.
I'll be posting about this soon myself...and its psychological implications. No matter that this doll debuted nearly 10 mos. ago...better late than never.
Posted by: Wendy Young, LMSW, BCD | September 27, 2009 at 10:15 AM
Thanks Wendy! Love Kidlutions and follow you on Twitter! I'll look for your post.
Posted by: Lyn Mikel Brown | September 27, 2009 at 06:10 PM
While I do believe that the American Girl concept is at least preferable over the typical doll concept, I think it's regrettable that it's so focused on consumerism with all the accessories, the assorted books and outfits etc, which are all quite high-priced, and which in turn means they are only aimed at a certain share of the market. I do believe that one could have used a different design on this doll that would have been more true to the image of a homeless person, or done something to help them as others suggested, and therefore I think that American Girl missed a chance to make up for some of the avid consumerism they promote with their products. Of course they need to make money too - but I doubt that this is the only way to do it.
Posted by: Multiverse | September 29, 2009 at 04:25 AM
I hate the stereotype of a woman not being strong if she embraces her femininity. It's like, you're only strong, smart, and equal to men if you act like one, you can't be that acting like an actual woman. Maybe Dora can be smart and pretty. (I know this isn't the Dora board, but I get no answer from the Dora board.)
Posted by: Jennifer | October 04, 2009 at 09:38 AM
I think that it is a very great toy for young girl and this doll is really very pretty and beautiful and teen age and young girls will definitely fall in love with it....
Good Luck !!!!
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It is definitely a nice and sweet looking doll and it will be the top of doll products and plastic manufacturers.....
Good Luck!!!!!!
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Posted by: Jennifer | December 14, 2009 at 01:06 PM
Interesting plot. And I like the idea of donating to homeless real girls rather than buying a doll that will only make greedy companies richer. A quite an inspiring post. More power to you.
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There is also a boy spy
WARNING! STEREOTYPES AHEAD:
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