Rebranding Samantha: Reflections on the First “Grown Up” American Girl Book
We had several things on our 40th anniversary of American Girl wishlist: The relaunch of Grin Pins; a new historical doll with a more contemporary history (we have consistently suggested something from the 1960s Chicano Movement); a few updated Smart
The American Girl brand has announced its first book aimed at adults, featuring Samantha Parkington, a character from the brand's original doll series. This marks a significant shift from their typical children's literature offerings. The decision to create a novel for grown-ups is not unprecedented, as the internet age allows for nostalgia-driven engagement, but it does present new challenges for the brand.
During the COVID-19 pandemic, many people turned to American Girl's "doll hospital" for emotional support, finding comfort in revisiting their childhood memories. The release of Samantha: The Next Chapter, written by Fiona Davis, has sparked discussions about the brand's ability to engage adult readers meaningfully while maintaining its reputation as a safe and nurturing brand for children.
Although American Girl has a history of fostering an interest in the past and shaping futures, the new novel seems to be a young adult novel marketed under a young adult reading level. This may disappoint some adult fans who expected a more mature portrayal of Samantha's story.
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