"Pleasant Company" redirects here.
AG Logo
American Girl, LLC is the current, official name of American Girl.

Pleasant Company was the original name of the company producing and distributing American Girl products. The company was started in 1986 by Pleasant Rowland and owned by her until she sold the line to Mattel in 1998. The company fully transitioned to Mattel ownership and the name American Girl in 2000, and has been owned by Mattel ever since.

Current Product Lines

American Girl currently produces five active lines of dolls:

They also run the official American Girl Hospital and are associated with the American Girl Outlet Store.

Retired Product Lines

The following lines, services, and/or products from American Girl have been discontinued:


American Girl has several physical stores, referred to initially as American Girl Place. These are the only locations where items can be purchased new from the company without ordering from the website or catalog.

Charitable Affiliations

American Girl has, outside of Girl of the Year alliances, aligned with and donated to several charitable organizations both directly and through the parent company of Mattel.

  • Children's Hospital Association
  • K.I.D.S. (Kids In Distressed Situations)
  • Save the Children
  • United Way
  • Special Olympics
  • American Girl's Fund for Children
  • The Madison Children's Museum Sale, while not run by American Girl directly, is stocked with product donated by the company. This is the yearly fund raiser for the Madison Children Museum.
  • Girls, Inc was aligned for a year. American Girl sold rubber I Can Bracelets with funds going to the organization.
  • American Girl Fashion Shows were connected to local fundraisers per location, often children's hospitals.

Logos and Symbols

The American Girl Logo are symbols found on clothing, packaging, paperwork, books, the website, and other accessories. It was redone when Mattel purchased American Girl from Pleasant Rowland and renamed the brand.

Pleasant Company logo

The Pleasant Company Logo depicted a silhouetted young girl laying on her stomach and reading, with a doll seated by her side. The girl is always darker than the doll silhouette. Often the text "Pleasant Company" was below in a box outline.

It could be found on the backs of the Historical Central Series that were released by Pleasant Company, packaging, and some clothing. The logo was phased out when the company was renamed.


Example of AG girl logo on clothing.

The American Girl (of) Today logo consisted of a stylized, often multicolored pigtailed girl often with "American Girl Today" superimposed over the figure. (The Is are dotted with stars.)

This logo was used on multiple outfits and packages, plastic hangers, and the stylized girl logo without text was used often on American Girl (of) Today outfits, but phased out when the line name was changed.

AG Logo

The full American Girl logo has the words "American Girl" with the star in between or in front of the words. The Is are dotted with stars. This logo may be seen on a red background with white text, or on a white background with pink text. It is currently used on all packaging and websites, and several articles of clothing.

On clothing, the logo was initially a sewn on patch that matched in color. Starting in 2017, the patch was replaced with a clear plastic oval with black text.


The abbreviated logo is the letters "AG" with a star in between or in front of the letters. It is normally seen only on clothing and accessories, but has been mostly phased out.

American Girl Star

The American Girl Star is a five pointed outlined star at a slight angle.

American Girl Plastic Tag

Starting in 2017, almost all doll outfits were tagged with a clear plastic oval with the full American Girl logo in black text.

American Girl MENA

Since 2017, American Girl has launched a website dedicated to the Middle East and North Africa region (MENA). Majid Al Futtaim Leisure and Entertainment currently operates the MENA website, trading under American Girl.[1]


United States


Middle East and North Africa (MENA)


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