Vice president of marketing Julia Prohaska spoke to CBS This Morning about introducing the doll on the eve of the company’s 30th anniversary this summer.
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Stories like Kaya’s – a Native American girl who wants to become a leader for her people. or Addy’s – a child slave who escaped to freedom. The dolls are admirable, stylish and come equipped with unique stories. “We’re not looking to address critical demand”.
Melody is another addition to American Girl’s mission to create a collection of dolls with stories that address various moments in history and that reflect the different races and experience of the children that play with them.
Historians, including the late Julian Bond, were consulted to ensure the authenticity of Melody’s story.
“Melody is a hopeful and positive 9-year-old girl growing up in Detroit, Michigan, during the Civil Rights movement of the 1960s”. “We do approach every character very thoughtfully so this isn’t something we rush into”. The description from American Girl’s website describes an opportunity for learning through the doll, writing, “your daughter may be learning about Martin Luther King, Jr., and the Civil Rights movement in school”.
American Girl’s senior historian Mark Speltz helped develop Melody’s narrative.
Melody is the brand’s third African-American doll, after Addy Walker and Cécile Rey. “We’re looking to tell stories in the most authentic and genuine way”. “And Melody has a recollection of something like that from when she was a small girl”. Her music recording studio, bed and other accessories-sold separately-will cost parents almost $900.
To build and keep interest in a company that has seen annual sales drop over nine percent since 2013, American Girl launched a new campaign last year, encouraging girls to take a pledge to empower each other and American Girl, so it will be around for another 30 years.
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The new doll won’t be in stores until late summer, but Melody’s book “No Ordinary Sound” is already available for purchase.
