Playing with America's Doll: A Cultural Analysis of the American Girl Collection

by Emilie Zaslow

This critical account of the American Girl brand explores what its books and dolls communicate to girls about femininity, racial identity, ethnicity, and what it means to be an American. Emilie Zaslow begins by tracing the development of American Girl and situates the company’s growth and popularity in a social history of girl power media culture. She then weaves analyses of the collection’s narrative and material representations with qualitative research on mothers and girls. Examining the dolls with both a critical eye and a fan’s curiosity, Zaslow raises questions about the values espoused by this iconic American brand.

Genres: Nonfiction

204 pages, Paperback

Published July 17, 2019

Reviews

[Katie · Rating 4 out of 5]

In this careful examination of a cultural phenomenon, Zaslow examines American Girl through a sociological lens. What has the brand attempted to do, to what degree have they been successful, and what unintentional impacts have been collected along the way?

I don’t envy the task she set herself. Every step of the way, Zaslow explains the stories, the characters and the dolls with the assumption that her reader knows little or nothing about the brand. Naturally, right? She’s writing for fellow academics, not fans. And I think she does an excellent job of bringing her reader to a place of understanding the inherent contradictions of American Girl. That’s her thesis, roughly speaking: AG isn’t just a feminist project nor just a capitalistic status symbol nor just an expression of anxiety about little girls growing up too quickly, nor just an attempt at teaching history and culture. It's all those things and more, and they all intersect in ways that are sometimes uncomfortable.

Zaslow spends multiple chapters on topics like race and ethnicity — looking at how AG has handled Black characters and the impact they’ve had, looking at various characters from non-dominant social groups and how their stories wrestle (or don’t) with cultural clashes due to imperialism and immigration.

Overall, she strikes me as very fair handed. She examines AG’s shortcomings as well as their successes, and there have been plenty of both.

Here’s the tough part. As anyone following my reviews can attest, I’ve spent the last several years (since Aug. 2019 apparently, going by my read history for Meet Felicity) following a podcast that re-examines the stories from this brand, re-reading them myself, and chatting through all of these issues with fellow listeners and fellow fans. Very little here felt entirely new. But Zaslow’s work is a confirmation of those conversations, a “yes, and” with data. And to be fair, she published in 2017 — it’s entirely possible that she and her work informed the conversations that fan communities are having now.

If you have the opportunity to read this (inter-library loan, for example), I do recommend it — but provided that you’re deeply interested in American Girl — or dolls as a cultural artifact, or how particular stories are marketed to girls and their parents — or, ideally, all three.

[Morgan · Rating 5 out of 5]

Such a fascinating look at all things American Girl. Zaslow goes in depth to discuss the hows, whys, wheres, and when of doll-making, from Pleasant Rowland herself to advisory boards to German doll makers and everyone in between. I learned so much!

[Lily · Rating 3 out of 5]

Using for my paper on American Girl - was specifically helpful for an overview of the dolls' stories (especially what each story was lacking).

[Jaclyn Griffith · Rating 5 out of 5]

The success of Playing with America’s Doll lies in Zaslow’s ability to approach the complexity of the messages of the American Girl brand with a willingness to simultaneously critique the company’s shortcomings and value its strengths. The book provides a thorough detailing and analysis of the history of the American Girl brand and its many products from its founding to the present, with a particularly important examination of the brand’s representation of race in America. The text is approachable, pragmatic, and objective yet directed throughout. The ubiquity of the American Girl brand makes the book’s content relevant to readers, whether readers are parents deciding whether or not to buy the dolls for their children, former doll consumers themselves, or anyone else interested in learning how this influential company constructs a mass image of girlhood in the United States. To be familiar with the American Girl brand is to be familiar with the complications of commodity activism, neoliberal feminism, girl power media culture, the myth of American meritocracy, and post-racial discourse, and Emilie Zaslow’s shining expertise on these topics will benefit all readers of Playing with America’s Doll.

[Sesana · Rating 4 out of 5]

Fascinating, at least for somebody like me who's willing to take a critical look at a childhood favorite. The amount of research here is impressive, and Zaslow does an excellent job of taking a balanced look at American Girl. She doesn't spare the company well-deserved criticism, nor does she ignore what they've done well. The most interesting thing I took away from this book is just how vast the divide between the books and the merchandise has become. While the books remain as historically accurate as possible and tend to portray the main characters as thoughtful and socially conscious girls, the products have become more bland and limited.

There's been a few changes since this book was written. Nanea (1940s, Hawaiian) was released, and Courtney (1980s, white) has followed. Despite two new dolls, the historical collection is smaller than ever. The new dolls never had the same options that Samantha and Felicity once did, and most of the dolls older than Julie have either been entirely discontinued or "cubed", available but with very few options. It's now possible to order an entirely customized Create Your Own doll, available in way more skintones and hair options than Truly Me ever offered. Reading this book, those changes look inevitable. I don't know what's next for the company, but I don't think I'm terribly optimistic about how the historical collections will survive.

[renkenreads · Rating 4 out of 5]

A very good cultural analysis of the American Girl’s brand. Delves into the complicated creation of the doll’s of color and the legacy of Pleasant Company and Mattel. Overall a great analysis, was hoping for a bit more interview material or a transcript of the interview and questions asked for more in depth understanding of the mothers and daughters interactions with the dolls.

[irene del mar · Rating 5 out of 5]

Excellently researched. Explores how the brand is important but has its shortcomings, with extensive explanations for both that are very easy to read and therefore accessible to people outside of academia.

[Tiff · Rating 4 out of 5]

This is a fairly comprehensive guide of American Girl told in a way which is both academic, yet interesting. I read it from a research standpoint to help me in the creation of a future paper, and it was deeply useful.

[Eden Rose · Rating 5 out of 5]

As someone who’s childhood was shaped by American Girl dolls and books, this was a fascinating read discovering the successes and shortcomings of the books and dolls.

[Ashley · Rating 4 out of 5]

3.5

[Rebecca Brenner Graham · Rating 5 out of 5]

sharp and subtle

[Stephanie · Rating 5 out of 5]

excellent and just what I need for my paper!

[Erika · Rating 5 out of 5]

This is an excellent, well-researched book containing in-depth analysis and the backround stories of one of the world's most successful doll brands. A hugely enjoyable read!