Newest American Girl Historical Character
Courtney Moore™ Brings Iconic Decade to Life for Millions of Fans
and Their Parents
Inspired by 1980s Gaming, Company Partners
with Girls Who Code to Empower Girls to be Changemakers in
Technology and Beyond
American Girl, the beloved brand known for helping girls grow up
with confidence and character, and a wholly-owned subsidiary of
Mattel (NASDAQ: MAT), today announced the launch of its first
historical character in three years, Courtney Moore™. She is
a total ‘80s girl whose big, bright and bold ideas inspire today’s
girls to find their inner hero to accomplish great things. Growing
up in 1986, Courtney’s story reflects the pop culture of the decade
from sky-high hair, neon-colored fashions, music television, and
video gaming to major historical moments surrounding women in
government and space exploration, as well as larger cultural shifts
around blended families and emerging technology.
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the full release here:
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American Girl's new '80s historical
character, Courtney Moore. (Photo: Business Wire)
“The ‘80s are back, and we’re thrilled to celebrate this pop
culture-defining decade with girls and their parents through
Courtney,” says Jamie Cygielman, General Manager of American Girl.
“For nearly 35 years, American Girl’s historical characters have
helped to bridge the past and present, while providing inspiring
role models through immersive storytelling and imaginative play.
Likewise, Courtney’s story illustrates how to create positive
change by standing up to fear, finding strength in every challenge,
and developing empathy for others—qualities that are timeless and
more important than ever. And to further our mission to help build
girls of strong character and confidence, we’re partnering with
Girls Who Code to help change the game when it comes to influencing
female leadership in the fields of computer science and
technology.”
Written by Kellen Hertz, the two-book series introduces girls to
Courtney Moore, an avid gamer growing up with her blended family in
the fictional town of Orange Valley, CA. Courtney loves going to
the mall, especially the arcade, where she’s one of the top-scoring
PAC-MAN™ players. But Courtney doesn’t only play video games, she’d
like to create them and bring more girl characters to the
forefront. When given a chance to create her own video game,
Courtney looks to real-life heroes—like her mom, who’s running for
mayor, as well as the astronauts on the Space Shuttle Challenger—as
inspiration to invent a female superhero who’s bold, brave, and
gives Courtney the courage to speak up for the people and ideas she
believes in.
To further empower today’s girls in technology and beyond,
American Girl is partnering with Girls Who Code, a leading
nonprofit that’s on a mission to close the gender gap in technology
and change the image of what a computer programmer looks like and
does. From now through December 31, 2020, American Girl is matching
customer donations dollar for dollar up to a maximum of $50,000 to
support the organization’s programming and outreach to girls,
including those from historically underrepresented minority groups.
In addition, American Girl is providing a $5,000 scholarship to
four deserving Girls Who Code members to help further their
education in computer science or a related field. To learn more
about how American Girl is helping Girls Who Code, visit
americangirl.com/gwc.
“Girls are constantly online, using apps, playing games and
more, that’s why it’s so important that they also see themselves on
the other side of those products, actually building them,” says
Reshma Saujani, CEO of Girls Who Code. “It’s our goal to show girls
the power of learning this skill set so that they can code the
future they want to live in and, ultimately, change the world.”
Courtney comes to life via an 18-inch doll with curly
sandy-blonde hair that can be worn in a high side pony, plus
accessories like a pretend cassette player and tape, colorful
bangle bracelets, and pretend Lip Smacker® lip balm. The Courtney
doll arrives wearing a high-waisted denim skirt, a bright blue off
the shoulder crop top, plus white faux-leather slouchy boots. Girls
can add tons of new looks with Courtney’s 13-piece mix-and-match
‘80s fashion collection and spend hours playing with Courtney’s
Bedroom Set with over 25 pieces—including a hot pink bunk bed, two
rainbow comforters and pillows, and a see-through phone that lights
up and rings.
Courtney’s world also includes several licensed products of ‘80s
classics—including Courtney’s Caboodles® and Hair Accessories Kit
with a real mini Caboodle, plus Courtney’s Care Bears™ Pajamas for
both girls and dolls and Courtney’s Care Bears™ Sleeping Bag Set.
For the gamer in all of us, fans can level up with Courtney’s
doll-sized PAC-MAN™ Arcade Game that plays like the real thing with
multiple levels. And finally, for all those original American Girl
fans out there, Courtney comes with her very own mini American Girl
Molly™ doll—one of the first three historical characters to launch
in 1986 by then newly-founded Pleasant Company. Molly comes in a
replica of a Pleasant Company™ doll box, a mini version of the
original Meet Molly book, and even a mini 1980s Pleasant Company
catalogue.
Other Courtney-themed activities and events include the
following:
- A 25-minute stop-motion “Meet Courtney: An American Girl
Movie;” a new Courtney ‘80s-inspired Music Video; new Dolled Up
episodes—featuring all the big hair fun Courtney and friends can
handle; plus rad ‘80s DIY crafts on the brand’s popular YouTube and
YouTube Kids Channel.
- Visitors to American Girl retail stores on September 25 will
receive a free Courtney craft and giveaway. And in early October,
fans can “relax to the max” in an all-new ‘80s-themed immersive
experience at American Girl Place-New York, featuring a
Courtney-inspired bedroom with bunk beds and a revolving closet
that mixes-and-matches her outfits, plus an ‘80s arcade with two
real PAC-MAN™ video games to play.
- A dedicated Courtney play site, goes live on October 1, and
includes free games and activities, like Courtney’s interactive
mall experience; an ‘80s-inspired dance challenge tutorial;
Courtney wallpapers; and much more.
The Courtney collection is available September 15, 2020, at
americangirl.com, and starting September 25, 2020, at all American
Girl retail locations nationwide. Courtney products will be
available on October 1, 2020, at American Girl specialty boutiques
at select Indigo™ and Chapters™ locations in Canada and online at
Indigo.ca. The Courtney doll and book retails for $110 and the
Courtney books ($7.99 each) can also be purchased through retail
and online booksellers.
ABOUT AMERICAN GIRL
American Girl is a premium brand for girls and a wholly-owned
subsidiary of Mattel, Inc. (NASDAQ:MAT, www.mattel.com), a leading
global children's entertainment company that specializes in the
design and production of quality toys and consumer products.
Headquartered in Middleton, WI, American Girl offers an inspiring
world of dolls, content, and experiences that nourish a girl’s
spirit and help develop her strength of character. Best-selling
lines include Truly Me™, Girl of the Year™, Bitty Baby®,
WellieWishers™, and American Girl’s classic historical characters.
The company sells products through its award-winning catalogue, on
americangirl.com, in its proprietary U.S. experiential retail
stores, as well as at specialty retailers nationwide. By inspiring
girls to be their best, American Girl has earned the loyalty of
millions and the praise and trust of parents and educators.
ABOUT GIRLS WHO CODE
Girls Who Code is an international non-profit organization
working to close the gender gap in technology, and leading the
movement to inspire, educate and equip young women with the
computing skills needed to pursue 21st century opportunities.
Since launching in the United States in 2012, Girls Who Code has
reached 300,000 girls through its programs (Clubs, Summer Immersion
Program, College Loops), and 500 million people through campaigns,
advocacy work, and 13-book New York Times best-selling series. To
learn more, visit www.girlswhocode.com.
Connect with us
Facebook: @americangirl Twitter: @American_Girl Instagram:
@americangirlbrand Pinterest: agofficial YouTube: American Girl
MAT-AG
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version on businesswire.com: https://www.businesswire.com/news/home/20200915005277/en/
Julie Parks, American Girl: julie.parks@americangirl.com Joanna
Hein, Weber Shandwick: jhein@webesrshandwick.com
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