American Girl has announced a significant update to some of its doll lines, stating that certain dolls will now feature sewn-in underwear. This change will gradually apply to all Truly Me dolls, as well as the BeForever characters Julie, Melody, and Maryellen, along with select contemporary dolls. The decision was shared through a Facebook post, highlighting that the underwear will be permanently attached to the doll’s cloth body.
The previous design allowed for removable underwear, which many parents are finding hard to let go of. The new design has led to a flurry of feedback, with numerous customers expressing their dissatisfaction. Concerns were raised about the implications of promoting body shame among young girls, with one parent noting, “Having permanent underwear feels like an underhanded way of telling girls to be ashamed of their bodies.” In response, American Girl clarified that the decision was not motivated by modesty concerns. “No modesty or body issue had any influence on decisions regarding the new style underwear,” they assured.
Some collectors and parents voiced strong opposition to the change. One passionate customer declared, “I have been a huge supporter of your brand, but I cannot accept this new design. We will NOT purchase any dolls with permanent underwear.” Another echoed similar sentiments, stating that the alteration “cheapens the brand” and limits play options.
However, not all feedback has been negative. Some parents are finding the new design beneficial. A mother of a child with special needs commented, “This change will make it easier for her to dress her doll, allowing her to do more independently.” Another long-time collector expressed unwavering loyalty to the brand, stating, “I will always love AG, no matter what the underwear looks like.”
To shed light on their motivations, American Girl explained that the change aims to maintain product quality while preventing price increases. They also shared that consumer research indicated that the new design would facilitate play for many children and eliminate the risk of losing the underwear. “Having observed how girls interact with our dolls for decades, we believe this change will enhance play experiences,” they added.
As for concerns regarding body image, American Girl reassured customers that promoting self-esteem and a positive body image remains at the core of their mission. “For 30 years, we have championed girls and girlhood, and we take this responsibility seriously.”
The new underwear is integrated into the doll’s fabric body, crafted from a durable cotton/polyester blend. It includes a satin waistband and can be spot cleaned with a mild detergent. All doll clothing and swimsuits will continue to fit as before.
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In summary, American Girl’s introduction of sewn-in underwear for their dolls has received a mixed response from customers—while some appreciate the practicality of the change, others are concerned about the implications for body image and play. The company has responded by emphasizing their commitment to quality and self-esteem.