Life’s Like That, Dollface
My dad, about a year ago wrote in his blog about how unfair he thought it was that American Girl shut down the club. “It’s like putting up a Berlin Wall around the third grades the world around,” my dad said, since at the time, I was in third grade. Christopher Palmeri wrote an article on July 3rd, 2006 about this tragic event. It’s called Life’s Like That Dollface, and the article’s below.
Life’s Like That, Dollface Few brands resonate with girls as strongly as Mattel’s $400 million-a-year American Girl doll. So when Mattel said that it will close its online American Girl Club in August, high-profile media blogger Jeff Jarvis objected on behalf of 9-year-olds like his daughter. The subscription-based club lets girls send messages to other doll owners, and Jarvis says his daughter is heartbroken about the closure. “I’ll bet that Mattel didn’t know the obligation it took on when it started this community,” Jarvis recently wrote in BuzzMachine.com, his blog. “It’s like putting up a Berlin Wall around third grades the world around.”American Girl spokesperson Stephanie Spanos says revenue from subscriptions ($20 a year to join, $10 to renew) wasn’t enough to justify operating costs. (The site has a staff that ensures sensitive data such as home addresses aren’t shared.) As one of Jarvis’ readers wrote: “Perhaps third grade is a good time for a girl to start learning that there are friends, and there is business.”
By Christopher Palmeri .