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American Girl Turns 40 With Reimagined ‘Modern Era’ Dolls and New Books

Mattel leans on nostalgia-fueled storytelling to refresh legacy characters for today’s buyers.

Overview

  • The Modern Era Collection updates six original Historical Characters—Samantha, Addy, Molly, Josefina, Felicity, and Kirsten—into 14.5-inch dolls styled for 2026.
  • Each doll lists at $90, with AG Rewards early access live and general availability scheduled for Feb. 13.
  • The brand’s first adult novel, Samantha: The Next Chapter by Fiona Davis, arrives Oct. 13, with The Making of American Girl set for May 12.
  • Mattel cites more than 36 million dolls sold and over 50 characters introduced since the brand’s 1986 debut.
  • Early online reaction highlights sharp debate over the redesigns, including comparisons to Bratz and concerns about body image, alongside fans who welcome the update.