How the American Girl toy empire has changed over time, from its iconic historical characters to dolls with modern stories

The president of American Girl said she believes that as long as the brand continues to follow girls’ “rites of passages” and tell compelling stories, it will succeed — even in the digital era.

Excited shoppers at American Girl Place in McLean, Virginia, in 2011.

Juana Arias for the Washington Post

“At the original inception of the brand, the stories were set in historical periods within American history,” Cygielman said. “But what always prevailed were these rites of passage of girlhood, which remained pretty much the same, whether it was 200 years ago or it’s today.”

These rites of passages, she explained, are things that girls find important: friendships, family relationships, overcoming obstacles, and making a difference in the world.

“Whether it’s social injustices or school bullying, whatever the topic is, those are all very near and dear to girls’ hearts, and they have been rites of passage to girlhood for over 200 years,” Cygielman said.

“We have an opportunity to keep telling these contemporary stories and to let girls feel like they are a part of that story as well.”