American Girl Ventures into Digital Play Experience

Mattel Inc.’s American Girl brand has launched a mobile application that enables users to make virtual friendship bracelets and share them, as well as a microsite designed to coincide with its new Truly Me doll and accessories line. Made for desktop, it may be used on mobile and tablet devices, however, the format remains the …   Read More

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American Girl Ventures into Digital Play ExperienceMattel Inc.’s American Girl brand has launched a mobile application that enables users to make virtual friendship bracelets and share them, as well as a microsite designed to coincide with its new Truly Me doll and accessories line.

Made for desktop, it may be used on mobile and tablet devices, however, the format remains the same as the desktop site which often turns away users. They have not created a mobile-optimized site for consumers.

According to Mobile Marketer, Shuli Lowy, marketing director at Ping Mobile, New York, says that through providing consumers with a digital play experience “the brand works to turn each doll into a unique character with her own accessories, interests, talents, and experiences. It gives children opportunities to customize their dolls so that they can really identify with their toys. Children often play computer games; American Girl is strategically leveraging that activity to provide a meaningful brand experience.”

The brand is branching out to include more digital platforms as consumers turn towards consuming content on mobile and as more children use their parent’s devices or are receiving their own.

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