American Girl dolls and other dolls: Do Blonde dolls sell better?

30 Jan

Looking at Mattel’s recent string of blonde dolls (McKenna, Caroline, Isabelle), and sales statistics in the recent 21st Century, the answer would appear to be yes. Even looking at other doll lines, like Barbie, one can see how blondes sell well in almost every doll brand that exists. Around the world, Barbie is the world’s best-selling doll. Even people in other countries admire this blonde doll.

It has been noted that other countries admire blonde hair in general. Japanese anime tend to have leading female characters with blonde hair, like in Sailor Moon, Mew Mew Power, and Magical Doremi, though none of their females have this natural hair color. Precure has also had its share of blonde lead characters.


Now you can say that this is because blonde whites are the majority in the USA and around the world. You can say it’s because European influence dominates the world. But actually, statistics show that blondes only make up 18 percent of the population in the USA, and only 2 percent around the world, and even the majority of white people are brunette. Many people are artificially blonde. So European-dominated culture is actually made up mostly of dark-haired people.

Another thing to note is that the selling of these dolls has nothing to do with the fact that white girls want “dolls that look like them”. Blonde girls are actually more attracted to darker dolls than other girls are!

Girls of other colors and other nationalities are drawn to blonde dolls. One study showed three different dolls: a light haired doll, fair haired doll, and dark-haired doll. When asked which one is the nice one, all of the girls said the blonde was the nice one and the dark-haired girl was the mean one. The girls they brought into this study were of all colors and nationalities in the preschool age range.

This is a reflection of what society has been pushing. Society has always pushed blonde hair since the Ancient Roman Empire. Some theorize that this is because blonde hair is “rare” in the world. The same reaction girls gave to blondes, in another study, girls have the same reaction to strange eye colors, such as hazel eyes.

As we see, American Girl has had the same trend of hazel eyes that seem to fascinate young girls. These rare qualities are fascinating, almost like seeing twins.

And yet, what pushes us to see “rare” as beautiful? If we look at many fairy tales in the old days, we see that the blondes were considered the beautiful princesses, and the brunettes were considered dark and “sinister”. In fact, darkness has always been associated with things that are scary. How many people are afraid to sit in a dark room? Darkness has also been associated with hollowness, emptiness, and evil. Even “This Little Light of Mine” the song discourages darkness. Darkness has even been associated with Hell, though fire and the color red has also had that devilish association as well…

The latest Ever After High dolls have banked on this traditional viewpoint. Apple White, the lead Royal character is a perfect, chipper, outgoing, airy blonde, while the other lead is a dark-haired, gothic, Rebel and “Evil Queen”. Though this story is meant to be satirical in some way, and point out the irony in fairy tales being set up so “perfectly”, kids who buy the dolls may still yet see brunettes as evil, mean, and unfriendly.

Aren’t these ideas outdated? Modern society hasn’t yet encouraged people to look at brunettes as lovely and kind people, despite how much human kind supposedly has “progressed”?

And yet, I believe that brunette dolls have the ability to sell over blonde dolls if a company takes a chance and uses the right approach. MGA, maker of Bratz, made four diverse dolls with interesting, unique fashions and hair styles. And though the black girl still didn’t sell well over the others, the blonde wasn’t the best-selling either. The highest selling Bratz doll to date is Yasmin, and her hair is of a light brown color! She is also not associated with the Caucasian race, and has often been highlighted as “Mexican” and “Jewish”, as we saw in the live action Bratz movie. The Bratz brand was the first doll brand where brunettes dominated the whole brand, and blondes didn’t! And they still managed to sell to young girls. And because of their diversity, to an older crowd too. How did they do this?

Back to American Girl dolls…

In my opinion, I do believe the blonde dolls at American Girl sell, but I also believe this isn’t only just because little girls like blonde better. I do believe Mattel, the owners of American Girl, has maneuvered it in this way, considering that most of the production team is white. Why do I believe that Mattel has maneuvered it to be this way?

Well, I believe any production team knows what sells to girls, but a production team also knows how to sell a product to girls, too. Since Mattel owns some of the biggest toys running, and has collaborated with major toy companies , to add, they are the maker of the Barbie doll, it’s fitting that they would know the right way to sell more blonde dolls. Mattel is known for using blonde dolls as “fail-safe” dolls. When they are low on money, they tend to release blonde dolls. That’s what they did with Diva Starz, My Scene, and other brands they’ve had. But this is because Mattel knows how to cleverly manipulate the public into believing “blonde dolls sell better”. Even I was caught up in this belief. But lately, as I started reviewing my doll collection and my collection of magazine clips, I realized something. I realized that Mattel has had a high-selling brunette doll before, and I realized how it happened. Let me highlight more about the American Girl company in the past.

American Girl’s Samantha Parkington

American Girl’s best-selling brunette doll!

Before the release of dolls like Julie, Caroline, Isabelle, Kailey, and many other blonde dolls in the American Girl line-ups we know today, there were very few blonde dolls. Back in the 1990s, there were only six dolls, the only blonde being Kirsten. But in the ’90s, Kirsten was one of the lower-selling dolls, while Samantha was the highest selling doll, and still remained the highest selling doll until her retirement! Why was this?

Look at the difference between Samantha and Kirsten. Samantha was the only doll with soft, pretty, curly hair at the time. She was the only doll with lovely clothes and accessories. And unlike most brunettes, she was lively, outgoing, perky, sweet, and kind. And she still sold just as well, if not better, than the blonde American Girl dolls today. Kirsten, on the other hand, had braids and a very practical wardrobe that wasn’t very glamorous to little girls.

Is it safe to say that maybe the reason why blonde dolls have been selling better than brunettes is because they are given more glamorous wardrobes and accessories?

If we look at the recent brunette dolls in the American Girl brand, either their hair is blah or their outfits are blah. For instance, Rebecca has pretty hair, but considering she’s meant to represent a time where most immigrant families were simpler, she has simpler clothing. Even the modern American Girls with brunette hair have had plain fashions and drab accessories. Look at Lindsey Bergman, Jess, and Chrissa. Their wardrobes, hair, and accessories were so plain compared to Isabelle’s glitz and glamour.

Mattel has even given their brunette My American Girls uninteresting hair styles that aren’t stylish or appealing. Samantha was the last of her kind.

But Samantha is living proof that it can be done, even throughout the 21st century. And yet, they retired their last fabulous brunette doll.

I believe the biggest problem with American Girl company and many other doll companies is how they personally view brunettes. I believe because of their deeply-rooted, subconscious biases, they are not giving the same care to brunette dolls that they are blonde dolls. They may not realize this. Sometimes, brunette dolls may help them in conveying an “average girl” kind of message, since the majority of people around the world have dark hair. Still, this encourages girls to “reach for blonde”. It’s no wonder there are so many artificial blondes in the world!

The unwillingness for companies like Mattel to make brunette dolls into feminine, kind, and glamorous characters shows something about their company. It isn’t as if they’ve never sold well from a brunette doll. The fact is they have sold well on Samantha, very well in fact, even with Julie on the scene! But what’s obvious is their approach to the new brunette dolls they’re making today. They are not putting the same effort into the dark-haired dolls.

It is the same way I feel about an African American doll. Cecile is selling better than Addy, sure enough, but her collection is still mediocre compared to that of the blonde girls who, number 1, have their OWN line, and aren’t sharing it with anyone, and number 2, have an array of accessories and playsets. If American Girl takes the ideas they usually have for their blonde characters, and gear them towards their brunettes and minority characters, I’m sure they won’t have to make as many blondes as they are making. They would not only add diversity, but make us “average” girls feel glamorous and special, just like the blonde characters.

I feel other companies have been cheating too. This goes for them: treat your brunette characters like divas too. It CAN be done. The Magic Attic Club doll brand is another good example of how it can be done. The most popular doll in that brand was Heather. Instead of putting the blonde in pink (which they ended up doing eventually with Chloe), they advertised Heather, the brunette with pink. Heather sold better than their blonde doll with the long hair. See? It’s all in how you advertise the doll. There is no excuse. Some of these companies can make successful brunette dolls, they just choose not to. Why not put the blonde in plain pigtails and drab clothes for a change? If you downplay one doll, another doll will stand out. That’s how it works. Why not let the bruns stand out sometimes, huh?

The only company that has done this is MGA with its line of Bratz dolls. Yasmin outsells any of their blonde dolls, and that’s why they keep making replicas of Yasmin. Why? Because they made her glamourous and pretty!


Yasmin-Isn’t she glamorous and pretty?

Other companies can learn from them. Though I forget, Mattel considers them a “rival”.

That’s what I think. Leave me a comment and let me know what you think!


20 Responses to “American Girl dolls and other dolls: Do Blonde dolls sell better?”

  1. Mai Wikia 2014/02/03 at 05:13 #

    With Tokyo Mew Mew: Only Pudding had blonde hair. Ichigo, I think, was wither a brunette or a brown-red hair mix.


    • generationnext 2014/02/03 at 16:33 #

      And she was a girl in pink.

      The new mew mew power REPLACED Ichigo, with a girl named Berry Shirayuki who had blonde hair…It was manga only. They never made an anime of it.


      • Mai Wikia 2014/02/03 at 21:23 #

        I thought you were talking about the 52 episode anime series.

        Also about the GOTYS: weren’t Lanie and Kailey slow sellers?


      • generationnext 2014/02/04 at 00:55 #

        yea they were! which is why I don’t get why people are going around saying “blonde dolls sell better” in American Girl.


  2. Maggie 2014/09/26 at 18:55 #

    I look at American fashion eras like this (and this is purely my opinion, but I’ve thought on it quite a bit, and this is how they make sense to me)

    Before 1600- Native American
    1600 to 1750- Colonial
    1750 to 1790- Revolutionary
    1790 to 1829- Empire or Regency
    1830 to 1845- Romantic Era
    1846 to 1869- Early Victorian & Confederate
    1870 to 1889- Bustle Era
    1890 to 1914- Late Victorian, Edwardian, Titanic Era (I don’t know what to call it, but fashion was related during this period, if evolving)
    1915 to 1929- Art Deco
    1930 to 1939- Depression Era
    1940 to 1947- WW 2
    1947 to 1963- The Fifties (The death of Kennedy ended the 50’s)
    1964 to 1971- The Sixties (Beatnics, Mod & near the end, Flower Power)
    1972 to 1979- The Seventies Proper (Red White & Blue, Prairie Dresses, Granny Dresses, Orange and Brown, not pink and purple)
    1980’s Preppy and then Madonna (don’t have a name for it, maybe New Wave)

    American Girl appealed to me in 1986, when my mother received their first catalog, because it treated fashion history with so much respect. I was in awe of how accurate everything was. I was a young adult, too old for a doll at the time, but my heavens did I want Samantha something terrible. That first catalog inspired my love for fashion history and seeing what it has become now, it’s such a sad thing. I literally weep for the loss of what might have been. Felicity’s purple dress was a shock of inaccuracy, of greed winning out over integrity and faithfulness to it’s customers. Since then, I shake my head and weep. Historical accuracy is no longer an integral part of their modus operandi. When it happens, it’s an accident, not a foundational purpose.

    I liked what you said about girls now being taught only to dream, not to think for themselves. That seems to sum up the current situation succinctly.

    Liked by 1 person

    • Maggie 2014/09/26 at 18:56 #

      I might have posted this to the wrong article, I had several pages open at once. Sorry about that. o_O


      • generationnext 2014/09/27 at 08:50 #

        That’s alright. I still read comments and enjoy them. I figured you were trying to respond to the other one. 😉


    • generationnext 2014/09/27 at 08:49 #

      So, I’m not the only one who was against Felicity’s lavender dress after all. LOL

      When that first came out, I was not impressed. It was great as a dress Felicity wears to the fair, as it was first released as such in the 1990’s, but it’s not a usual dress for everyday wear during the Colonial period.

      With Mattel, history has become the last priority. Even the commercials for the brand are sad. They are cheap, modern, and cheesy. They don’t encourage girls to enjoy the historical line of dolls, but rather My American Girl is emphasized.

      I also came into the brand for the historical respect they once showed. The re-launch tore me to pieces.

      Disney does justice encouraging girls to dream, but American Girl used to be that doll line that made girls apply actions to their dreams and helped them solve real-life issues through events from the past. American Girl has taken that away from girls over the years.

      Thanks for commenting. 🙂


  3. Alex 2015/06/06 at 16:02 #

    Nice article. I do agree that if the brunette (regardless of skin color) is given a great collection, she will sell. One of my custom (brunette, brown eyed) dolls is very well received and liked since she is just pretty. So I think that if AG can make a brunette that is overall pretty, she will sell. It should not be that difficult.

    Liked by 1 person

    • generationnext 2015/06/08 at 17:35 #

      Exactly. It was the same with any collection. It is a common misconception that “blonde hair, blue eyed” dolls will sell better. Kirsten obviously didn’t sell as well as Samantha, and even if she were to be re-released, I doubt she would sell on the same level as Samantha.

      Thanks for commenting. I appreciate your thoughts. That’s amazing you do custom dolls. I don’t even have the gifts to create my own, but I’m learning to create clothing for my dollies. XD


  4. dollsteachgirls 2015/10/09 at 00:14 #

    I was one of the blonde little girls who preferred (still prefers) the dark haired, brown eyed doll to the been done too much blonde doll. Boring, boring! I rarely collect the blonde doll…but favor the dark eyed brunette doll and quality black/asian dolls. (And I LOVED the multiracial Hearts for Hearts 14″ dolls! The Native American Mosi from that line is a “Little Sister” to my daughter’s KAYA doll!)

    When a little girl, I remember caring for a black doll (probably purchased for my by my dad as a “joke”, but I considered it as important as any other doll I had and cared for it equally. A kind of foreshadowing. I later gave birth to a beautiful blonde blue eyed baby girl, and adopted a handsome black/white mixed race baby boy. Cared for them equally. Love them equally still.

    American Girl is not quite as good as they once were because as you point out with various examples, they did respect history…in their stories, their artifacts and yes…their fashion–much better than they do now.

    Also, the pictures of some of their new dresses…notably Kit’s…seem to show the fabric as a bit wrinkly. Perhaps cheaper quality fabrics with less details used in some cases?

    Hmmm. Mattel makes several hundred MILLION dollars on the AG line each year per annual reports. Perhaps their accountants will not budget more to improve the details/quality of clothing/accessories!


    • generationnext 2015/10/09 at 18:49 #

      The probably with Mattel is they’re spreading their money across too many doll lines: American Girl, Barbie, Monster High, and Ever After High. They spread the money between the dolls and use the rest to pay their employees large sums. Cheapening the dolls keeps money in their own pockets. And it shows.

      RESPECT is the perfect word to use. They no longer respect their historical line. They no longer care to bring out their origins. American Girl was designed to both educate girls and inspire their imagination. The “education” part is not regarded by Mattel as much as money is.

      It’s great that you loved the darker haired dolls. Again, a dark haired, dark skinned doll can do better if she’s marketed in an appealing way. Black girls are often just marketed as black, or nerdy, or aggressive. They could market the black girl as a fashionista in the bunch or a singer or a cheerleader, she would be more appealing to little girls. Since those roles are often given to blonde, white dolls, it’s no wonder the blonde dolls sell more.

      Thanks so much for your comment. I really like to hear the perspective of readers. I’m sure you love both your children the same and find them both to be beautiful. 🙂

      Liked by 1 person

      • dollsteachgirls 2016/01/03 at 17:44 #

        Agreeing esp on the marketing of black, other non blonde dolls. We are a country that loves Oprah, that elected a black President, that still has some racism issues, but is open to loving, admiring the person (doll) of color if presented in the right way.

        PS I personally think Dr. Condoleeza Rice would be great as a doll but she would have to agree to that!


      • generationnext 2016/01/03 at 20:52 #

        Yes. Any doll can sell if presented in a way that appeals to the demographic.

        Thank your for commenting. That bit about Condoleeza Rice! XD It would be interesting to see her as a little girl.


  5. quinleytheelf 2020/01/19 at 18:18 #

    I loved reading your insights on this. I personally wish that there would be more diverse dolls in AG’s line. Since now, after retiring Z they have literately no Asian dolls, that of course have a story that comes with them.

    Also, I agree with you, it is usually the sets that come with the doll or her clothes that cause girls to like them and decide to buy them. For me however, it was usually the time period, the hair (when I was younger I loved dolls with long hair), the story, and the clothes. It never mattered to me what racial group the dolls were or what exactly they looked like. However, I do find it sad that AG tended to represent the white characters over the diverse ones, and made the white characters stories more interesting.

    One example of this is Julie, Julie is the leading character while Ivy is merely her best friend, who unlike Julie had only one book. I personally love Ivy’s character, and am sad that she is retired now, but I wish she had more of a representation in the story-line rather than basically being Julie’s “sidekick.”

    Other than that I believe AG should create characters who are more diverse.


    P.S. I’m so happy that I found your blog!

    Liked by 1 person

    • generationnext 2020/01/20 at 17:25 #

      Thank you for your response. It’s always good to hear from fellow fans! I also wish they would re-do Ivy’s whole collection and make her an integral part of the story.

      Liked by 1 person

      • quinleytheelf 2020/01/21 at 09:57 #

        Agreed. 🙂 It would be awesome if Julie and Ivy both had an influence on the story somehow, without one getting more attention than the other.

        Liked by 1 person


  1. American Girl’s Beforever | Generation Next - 2014/09/08

    […] American Girl dolls: Do blondes sell better? […]


  2. Do Ethnic Minority American Girl Dolls Sell Poorly? | Generation Next - 2014/10/27

    […] Read my other article: Do blonde dolls sell better? […]


  3. Generation Next - 2014/10/27

    […] Read my other article: Do blonde dolls sell better? […]


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