Michael Braun's Blog

The Pleasant Company, creator of the American Girl doll collection, has a new doll who is stirring up controversy. She’s Gwen Thompson, and she’s homeless. For those of you unaware, American Girl is a collection of dolls spanning historical time periods (including modern day) that feature empowering messages in their accompanying books. The dolls also have a wide variety of clothes and possessions that, of course, cost extra. While their past releases did little to stir ire, with the release of a $95 homeless doll, people are getting angry.

Note the column by Andrea Peyser in the New York Post. In it, she declares American Girl as part of a cult and decries their prices, including charging $20 to style the doll’s hair in the American Girl stores. She also bemoans the fact that the clothes for the dolls are pricy, as are their various accouterments. Now, Madison.com has picked up the story (as American Girl is headquartered in Middleton, WI), stating that some parents support the release of Gwen.

So, is it wrong to release a homeless doll for better-off girls to play with? Is American Girl going too far? The answer is NO. Gwen is not different from the other dolls, except that she represents more modern problems. And the cost of American Girl dolls and products reflects superb quality and craftsmanship, as well as important financial lessons.

Gwen fits right in with other American Girl dolls, except that homelessness is a contemporary issue. American Girl has dolls whose books deal with war, slavery, expectations for women, sacrifice, excess, and economic depression. In all books, the characters learn to express themselves, how to be strong women, and other pro-social values. Of all the toys out there for girls, American Girl dolls are among the absolute best. Would these complainers prefer Bratz dolls? Of all the toys a girl might pine after, parents should prefer American Girl dolls over all others.

The issue of price is harder to reconcile. Yes, American Girl dolls are expensive. This does reflect their fine quality, but it still may be too high a price for parents with less disposable income. But there is no reason that American Girl dolls shouldn’t be aspirational purchases. In fact, they are a great starting point for a conversation about the importance of saving. A parent can feel good about encouraging her daughter to save up for a fine quality product; the lessons learned from such financial discussions can carry through life.

But if the issue of price is not one of class disparities, but instead one about excess, I would urge Ms. Peyser to rethink her arguments. It is easy to debate the problems of consumerism in society. I, like many Americans, believe that a society that consumes less is, in general, a healthier society. Yes, American Girl does offer a wide variety of other products for the dolls, including clothes and furniture. Yes, these too carry a high price, representative of their quality. If we want to encourage less consumerism, then we should discourage the purchase of American Girl dolls, as well as all other consumer products. Children should be dispatched into the woods to find quality sticks and rocks with which to play.

But if that argument seems as ludicrous to you as it does to me, then let’s look at American Girl products in a new light. If a child were to have $20 to spend, what types of purchases could she make? There are many poorly made toys that she could buy, specifically toys that take up a lot of space in the home, get used at first and then cast aside, and eventually end up in the trash. Or she could take her money and purchase a new outfit for her doll. Whether or not this is how an adult would spend her money is not at question. Children need to learn how to make purchasing decisions for themselves, and this includes the opportunity to make mistakes. If a child finds a new outfit unsatisfying, then that child has learned a valuable lesson. But in the end, that outfit can be sold or given away, whereas many toys that she might also regret would be entirely worthless. A home can fill up with junk quickly when one has children; at least American Girl dolls and products take up little space and are most decidedly NOT JUNK.

What’s the problem then from those who complain about Gwen? If it’s about her being homeless, then they should look at the lessons people can learn from the doll. The books are a vital part of American Girl; complainers would do well to read them. If it’s about consumerism, then there are many products more deserving of scorn than American Girl. And if it’s about proper budgeting, then let us all realize that A) financial decisions are some of the most important decisions we make over our entire life, and B) children should begin making such choices early, with helpful guidance from responsible parents, in order to prepare them for later life. Overall, I think American Girl dolls and products are some of the best ways that children can spend their money. I fully support Gwen and all that American Girl has to offer.