Mattel Unveils Customizable Doll Line

Mattel's American Girl brand of contemporary 18-inch dolls, accessories, girls' clothing and play-based content has been rebranded as Truly Me.

April 6, 2018

The brand allows girls to create a one-of-a-kind doll through a variety of personalized options including 40 different combinations of eye color, hair color and style, and skin color, as well as an array of outfits and accessories.

Each new Truly Me doll will now also comes with a Me-and-My Doll activity set that will feature more than four dozen activities for girls to do with their dolls, and a new Truly Me digital play experience. The new Truly Me micro-website features a Fun-spiration section refreshed daily with interactive crafts, doll activities, quizzes, games and recipes.

The Truly Me world will now also include a downloadable "Friendship Ties" app that lets girls make virtual friendship bracelets to save and share, as well as a line of new Truly Me activity books designed to encourage self-esteem through self-expression.

A new Truly Me Signature

Studio retail experience launched Thursday at American Girl's Chicago, New York and Los Angeles flagship stores. Using innovative printing technology, the Truly Me Signature Studio lets girls create one-of-a-kind doll outfits from endless design possibilities. Girls can design a custom doll outfit or carrier on a hand-held tablet, which is then transferred to the studio's high-tech printer and produced for in minutes.

Other activities being held to celebrate the launch of American Girl's Truly Me line include:

Discover Truly Me Retail Events at American Girl retail stores across the country on June 11 and Aug. 13, featuring activities and a free Truly Me doll-sized t-shirt
Truly AwesoME Sweepstakes: American Girl will host a 12-week Truly AwesoME Sweepstakes that offers weekly prizes to girls ages 8 to 13.

Truly Me products are available now on through American Girl's catalog, the American Girl website and all American Girl retail locations nationwide.