AMERICAN GIRLS SERIES ENCYCLOPEDIA OF POPULAR CULTURE
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present—and in doing so, to create a community of American girls.’’
The company has annual revenues in excess of 300 million dollars
from the sale of books, dolls, clothing, accessories, and activity kits
from both the American Girls historical collection and the American
Girl contemporary products. Since 1986, Pleasant Company has sold
48 million American Girl books, and plans to release an additional 42
titles in 1999. Rowland got the idea for the American Girls books after
she went shopping for dolls for her two nieces. All she found were
‘‘Barbies that wore spiked heels, drove pink Corvettes, and looked as
if they belonged in stripjoints.’’ Rowland wanted to give girls dolls
that could teach ‘‘American history, family values, and self-reli-
ance.’’ Ironically, in 1998, Rowland sold Pleasant Company to
Mattel, the makers of Barbie.
The American Girls book collection is based on the fictional
lives of six ethnically diverse nine-year-old girls from different eras in
American history: Felicity Merriman, a Williamsburg girl whose life
is changed dramatically by the outbreak of the American Revolution;
Josephina Montoya, a New Mexican girl of the early 1820s (whose
books include a glossary of Spanish words used in the text); Kirsten
Larson, an immigrant to the Minnesota frontier in the 1850s; Addy
Walker, an African American girl who escapes from slavery in 1864;
Samantha Parkington, an orphan who lives with her aunt and uncle in
turn-of-the-century New York city; and Molly McIntire, a twentieth
century girl whose father serves in England during World War II. Six
books have been written about each girl’s experiences, including
volumes on family and friends, school, birthdays, Christmases, and
summer and winter adventures. Each volume includes a ‘‘Peek into
the Past’’ section in which photos, illustrations, and narratives are
provided for historical background and context. The entire collection
consists of the novel series, dolls and dolls’ clothing, historically
accurate replicas of furniture, girls’ clothes, and memorabilia, and
craft projects including (for each of the six characters) a cookbook,
crafts book, theater kit, and paper dolls and accessories. The 18-inch
dolls cost over $80 each. With all the accessories, including $80
dresses for actual girls, each collection costs approximately $1,000.
In 1992 the company launched the American Girl magazine, a
bimonthly magazine free of advertisements that treats both historical
and contemporary issues, which by 1995 had over 500,000 subscrib-
ers. The magazine is phenomenally popular—for each issue, the
magazine receives over 10,000 pieces of mail, most asking for advice
or directed at the help column. The magazine, aimed at 7-12 year old
girls, features fiction and nonfiction articles on arts, sports, entertain-
ment, history snippets about girlhood during various periods of
American history, original short fiction, and a regular section called
‘‘Grandmother, Mother, and Me’’ which contains paper dolls and cut-
out clothes from both past and present. Pleasant Company also began
publishing the American Girl Library, which emerged from the most
popular features of American Girl magazine and is completely
contemporary. The American Girl Library serves as a counterpart to
the American Girls collection, and includes activity books, fiction,
biography, and (most significantly) advice books, such as the bestsell-
ing Help!: An Absolutely Indispensable Guide to Life for Girls. In
recent years, Pleasant Company has also created special events and
programs for fans of the series, including The American Girls Fashion
Show, Samantha’s Ice Cream Social, and Felicity in Williamsburg:
An American Girls Experience.
Like most series books for girls, the plots of the American Girls
books are somewhat formulaic: the books typically center on moral
quandaries, and the heroine is always exceptionally capable and
plucky, helpful and brave. Addy Walker’s story is the most poignant,
and it is her books which have received the most attention. The Addy
books are historically accurate, which makes for some painful read-
ing: before her family can flee slavery, for example, Addy’s master
sells some of her family, and her family is forced to leave her young
sister, Esther, in the care of fellow slaves. Addy’s parents’ experience
of prejudice in the north, where they are free, also clearly demon-
strates to readers that the social effects of racism go beyond legal statutes.
What explains the long-lasting popularity of girls series books?
What social values do the books promote? While the messages such
books send can offer their readers newfound self respect, the books
can also help to perpetuate stereotypes. The American Girls books do
not hide the fact that they emphasize ‘‘traditional values,’’ and yet
‘‘traditional values’’ are reduced to a rather simplistic vision of the
American past as a time when families were better off—when they
were more closely-knit, more functional, safer, and most importantly,
more likely a place where mothers and daughters spent time together.
According to the Pleasant Company catalog, the American Girls
books and programs have ‘‘nurtured a sense of community among
thousands of girls around the country, and in a fast-paced, over-
scheduled world have provided a memorable experience that mothers
and daughters can share.’’ In fact, the American Girls Collection does
what much of the genre of historical fiction (especially for children)
does . . . it satisfies our need for formula and reaffirms simplistic
notions about the past. The popularity of historical fiction has never
been based, after all, on the degree to which it reflects an accurate
picture of historical eras or events, but is based rather on the degree to
which it reaffirms cultural myths. The American Girls books, never-
theless, combine education and entertainment. While we may wish
for fiction that would complicate, rather than simply corroborate, our
understanding of history, these novels serve as an informal, informa-
tive introduction to history, which may be more accessible to its
readers than more formal or complex treatments of the same
historical periods.
Problems in the American Girls books are often surmounted too
easily, almost as if having a loving family guarantees a good outcome:
Samantha’s aunt and uncle decide to keep all of her orphan friends,
for example, while Addy’s family is successfully reunited. In addi-
tion, several of the novels contain messages of self-effacement.
Kristin and Molly, for example, both learn that their concerns are
trivial compared to those of other family members. Despite their
memorialization of the past, and their cliched moral messages, the
American Girls books do offer their readers greater independence and
a sense of their own potential power by presenting images of
independent, resourceful young girls. Simply reading historical fic-
tion featuring girls can give girl readers a sense of pride and self-
awareness that they might not acquire from historical fiction featuring
boys. As Rowland says, ‘‘I believe very strongly in the importance of
gender-specific publishing. And, especially after recent reports that
girls are given less attention than boys in the classroom, it is crucial
that girls see themselves as significant characters in books—and in
history. And it is also important for boys to recognize this, too.’’
Perhaps most importantly, the American Girls books present excep-
tionally gutsy and articulate girls of different classes, races, and
cultural backgrounds. Taken as a whole, the series says that what it
means to be an American girl is significantly different than the white