American Girl’s brand refresh is happening at the perfect time: when Millenial parents who grew up with the dolls are buying toys for their own kids. The moment Pentagram partner Emily Oberman’s team got the call that they’d be working on a brand refresh for American Girl, she says “a primal scream went through the office.”The designers, who were part of an all-female team for the project, were American Girl superfans.
Comment on American Girl’s rebrand is full of clever, doll-sized details
Hunter Schwarz, Fast Company
Wed, 05/08/2024 - 6:30am
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