New American Girl Campaign Taps the Positive Power of Girls
28 Junho 2010 - 9:30AM
Business Wire
To foster a spirit of goodwill and help make the world a
brighter place, American Girl is introducing Shine On Now—a
new charitable initiative that harnesses the collective power of
girls to help others in need. Through Shine On Now, American Girl
is calling on girls across the country to help the company give up
to $1 million in clothes, books, dolls, and money to the following
four organizations: Kids in Distressed Situations,
National Association of Children’s Hospitals and Related
Institutions, National Wildlife Federation, and Save
the Children.
Beginning June 28, 2010, girls can become official American Girl
Ambassadors at shineonnow.com and inspire other girls to join the
Shine On Now effort. As ambassadors, girls will receive a free,
downloadable tool kit filled with fun and actionable tips and ideas
for fund-raising, volunteering, or donating to the four worthy
charities participating in Shine On Now, or wherever they see an
opportunity to make a difference.
On July 13, 2010, girls can go to shineonnow.com and put their
collective efforts to powerful use. Visitors can contribute up to
100 free stars each day to help American Girl reach its goal of
collecting one million stars by the end of the program on July 31,
2010. If the target is reached, American Girl will donate its
maximum gift of $1 million in clothes, books, dolls, and money to
the four designated charities.
To further encourage girls to let their spirits shine, American
Girl is also launching a brand-new virtual campus, Innerstar
University™—a fun, safe online world where girls learn to be
their best through a variety of games, quizzes, and other enriching
activities that help boost their confidence and strength.
Access to the new virtual world comes with each 18-inch My
American GirI™ doll—the company’s newly enhanced
contemporary product line that allows a girl to create a special
doll as unique as she is. Girls can now create their own doll from
40 different combinations of eye color, hair color and style, and
skin tone through a brand-new, innovative online tool. The
personalization continues with a variety of special extras such as
braces, glasses, and earrings, as well as outfits and accessories
that reflect girls’ favorite interests and activities. To further
enhance the doll’s personality, each My American Girl doll comes to
life at Innerstar University, where girls and their online doll can
have fun exploring the virtual campus together.
To learn more about how to participate in Shine On Now and
explore Innerstar University, go to www.shineonnow.com. My
American Girl dolls are available starting on July 13, 2010,
through American Girl’s consumer catalogue, at
www.americangirl.com, and at American Girl retail
locations. To request a free catalogue, call
1-800-845-0005.
About American
Girl
American Girl Brands, LLC, is a wholly owned subsidiary of
Mattel, Inc. (NASDAQ: MAT, www.mattel.com), the world’s leading toy
company. Since American Girl’s inception in 1986, the company has
devoted its entire business to celebrating the potential of girls
ages 3 to 12. American Girl encourages girls to dream, to grow, to
aspire, to create, and to imagine through a wide range of engaging
and insightful books, age-appropriate and educational dolls and
accessories, and unforgettable experiences. In meeting its mission
with a vigilant eye toward quality and service, American Girl has
earned the loyal following of millions of girls and the praise and
trust of parents and educators. To learn more about American Girl
or to request a free catalogue, call 1-800-845-0005 or visit
www.americangirl.com.
MAT-AG
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