New Character Takes Fans Down Under to
Explore Wildlife Protection and Climate Change
Brand Raises Awareness and Funds for
WIRES—Australia’s Largest Wildlife Rescue Organization
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 unveiled its 2021 Girl of the Year,
Kira Bailey. Kira™—a nurturing and inquisitive 10-year-old who
cares deeply for animals and the environment—joins American Girl’s
line of contemporary characters that inspires children to make a
positive difference in the world. Whether she’s caring for an
orphaned koala joey or facing a bushfire that’s threatening her
great-aunts’ wildlife sanctuary in Australia, Kira confronts
critical ecological issues, such as wildlife protection and the
threat of climate change, that are more relevant to our planet than
ever.
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American Girl's 2021 Girl of the Year,
Kira Bailey, whose Australia-set storyline focuses on wildlife
protection and climate challenges. (Photo: Business Wire)
“As American Girl kicks off its 35th year, Kira joins our lineup
of diverse and purposeful characters who star in stories that
reflect the realities of the times—whether it’s historical or
modern-day,” says Jamie Cygielman, General Manager of American
Girl. “As we all witnessed the bushfires rage in Australia last
year and start up again this September, and the devastating
wildfires in the western United States, we knew it was important to
focus Kira’s story on the major conservation and climate challenges
facing our planet today—causes that are extremely important to
today’s youth. Through Kira, we hope our fans will learn that we
all have a part to play in taking positive action for our
planet.”
To further support Kira’s message, American Girl is partnering
with NSW Wildlife Information, Rescue and Education Service, Inc.
(WIRES), Australia’s largest wildlife rescue organization dedicated
to rescuing and caring for sick, injured, and orphaned animals,
including those impacted by bushfires and drought. Today through
December 30, 2021, American Girl is supporting the organization’s
mission to rehabilitate and preserve Australian wildlife by
matching customer donations dollar for dollar up to a maximum of
$25,000. To learn more about how American Girl is helping WIRES,
visit www.americangirl.com/kira.
“Last year, Australia’s fire season was unlike anything
previously experienced in terms of scale and severity, with fires
destroying millions of hectares of land—much of which was
threatened-species habitat,” says Kyla Shelley, Chief Operating
Officer for WIRES. “Wild species worldwide are facing enormous
challenges—including extinction—mainly due to habitat loss, natural
disasters, and climate change. Just like Kira discovers, everyone
can get involved in wildlife rescue and protection, and it’s not
too late to make a difference wherever you live.”
To create Kira, American Girl worked hand in hand with author
Erin Teagan, who holds a master’s degree in science and traveled to
Australia to gain a deeper understanding of Kira’s experiences.
Other consultants specializing in Australian wildlife and culture
reviewed all aspects of Kira’s world—from manuscripts to
products—to help ensure every detail was rooted in real practices
and science, with the following two experts playing an integral
role:
- Dr. Alison Bee — Veterinarian, owner and manager of
Magnetic Island Animal Hospital, a wildlife rescue and
rehabilitation facility for sick, injured, and orphaned koalas in
North Queensland, Australia.
- Tassin Barnard — Owner and manager of the Australian
Walkabout Wildlife Park, a wildlife preserve on the central coast
of New South Wales.
In the two-book series, Kira is excited to leave her home state
of Michigan and spend her summer abroad at her great-aunts’ Mamie
and Lynette’s wildlife sanctuary and vet clinic in Queensland,
Australia. There she learns to care for injured or orphaned animals
with her new friend Alexis. But when a roving predator and a raging
bushfire threaten the sanctuary, Kira must rise to the challenge to
protect her family and the animals she loves. In the end, Kira
learns you can’t let the fear of the worst keep you from living
your best.
Bringing the stories to life is a beautiful 18-inch Kira doll,
featuring green eyes and long, wavy blonde hair, that comes dressed
in a tie-dye tank, sporty skirt, and lace-up boots perfect for
bushwalking. Kira’s signature accessories include an outdoor
backpack with koala keychain and a wide-brimmed hat to protect her
from the Australian sun. Girls can choose from several other
Australian-inspired outfits, including Kira’s girl-and-doll koala
PJs, as well as adorable plush animals like a kangaroo and joey,
koala, and a wombat (part of Kira’s Wildlife Rescue Set). To extend
the play further, there’s Kira’s Animal Exam Table and Comfy
Platform Tent—both with over 20 authentic accessories—to fuel
girls’ imaginations.
To celebrate Kira’s debut, fans can participate in the following
activities and events:
- Tune in to American Girl’s first-ever Virtual 2021 Girl of the
Year Event on December 31 at 3 p.m. ET and be among the first to
see Kira’s products, watch Kira videos, check out real wildlife in
care in Australia, and other fun activities.
- Visit American Girl retail stores on December 31–January 3 to
explore and shop Kira’s world, where kids will receive a free tote
bag with a kangaroo joey design and a koala craft while supplies
last.
- Watch Kira-inspired videos on American Girl’s popular YouTube
and YouTube Kids Channel, including a six-week “Meet Kira”
stop-motion series, plus Kira music videos, DIY crafts, and other
Kira-inspired content throughout the year.
- Learn more from the experts involved in Kira’s development and
other amazing girls who are making a positive difference for our
planet by tuning into our “Making of Kira” video and reading about
“Why Kira Matters.”
- Have fun on Kira’s free dedicated play site and explore her
wildlife sanctuary and play Kira-themed games.
As a companion to Kira's stories, American Girl is also
introducing a nonfiction advice book, Love the Earth, for
readers 8 and up. The fully illustrated guide helps readers
understand climate change and offers tips and tools for living an
earth-friendly life. Available January 1, the book is a great
choice for emerging environmentalists who want to speak up for
climate change solutions. More climate-related events and
partnerships will launch in April 2021.
The Kira collection is available December 31, 2020, at
americangirl.com and at all American Girl retail locations
nationwide and, starting January 1, 2021, at American Girl
specialty boutiques at select Indigo™ and Chapters™ locations in
Canada and online at Indigo.ca. The Kira doll and book retails for
$110 and the Kira 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. Connect
with American Girl on: Facebook: @americangirl Twitter:
@American_Girl Instagram: @americangirlbrand Pinterest: agofficial
YouTube: American Girl
ABOUT WIRES
WIRES, Australia's largest wildlife rescue organisation has been
rescuing and caring for native animals 365 days a year for almost
35 years. WIRES mission is to actively rehabilitate and preserve
Australian wildlife and inspire others to do the same. WIRES
operate a dedicated Wildlife Rescue Office assisting the community
and wildlife 7 days a week and WIRES have 28 regional branches with
over 3,000 volunteers involved in wildlife rescue, rehabilitation,
information and education. Annually WIRES provide rescue advice and
assistance for tens of thousands of sick, injured, orphaned and
displaced animals and run around 100 wildlife training courses for
thousands of participants. In the wake of the devastating 2019/2020
emergency events, WIRES began providing significant national
support for wildlife, supporting over 240 projects to assist with
wildlife rescue and care across every state and territory. WIRES
are also working with major partners to support the long-term
recovery of wildlife habitat and the long-term preservation of
native species in the wild nationally. Connect with WIRES on:
Facebook: @wires.wildlife.rescue Twitter: @WIRESWildlife Instagram:
@wireswildliferescue
MAT-AG
View source
version on businesswire.com: https://www.businesswire.com/news/home/20201231005023/en/
Susan Jevens, American Girl: susan.jevens@americangirl.com Julie
Parks, American Girl: julie.parks@americangirl.com Joanna Hein,
Weber Shandwick: jhein@webershandwick.com John Grant, WIRES:
media@wires.org.au (Please note Sydney, Australia is 16 hours ahead
of New York/EST).
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