Nostalgia for the American Girl Doll brand is no joke. Everyone has their favorite: from Molly loyalists to Samantha stans, their stories and styles have inspired young women and girls the world over with no sign of slowing down. There are several signature store locations across the US, a print magazine that lasted more than 20 years, and an extremely popular online fandom spanning YouTube, Instagram, Twitter, and more. It seems as though girls really do rule in the American Girl Doll universe, but what happens when a boy shows up on the scene for the first time ever?
Enter: Emilie Zaslow, PhD, professor and department chair of communication studies at Pace. ShevlogƵs an expert on MattelvlogƵs iconic line of toys, having published the book Playing With AmericavlogƵs Doll: A Cultural Analysis of the American Girl Collection. In a co-written chapter of the collection , Emilie worked with Jaclyn Griffith vlogƵ17, a Pace alumna who earned her BA in Communication Studies, to study the unique production and marketing of , MattelvlogƵs first American Girl boy doll.
vlogƵ[ItvlogƵs] a brand known for outspoken girls who challenge social norms,vlogƵ the two wrote. However, in the companyvlogƵs attempt to be more inclusive, Emilie and Jaclyn determined that Mattel instead vlogƵcreated a narrative perpetuating gendered power relations.vlogƵ
But letvlogƵs back up a bit. Initially, LoganvlogƵs groundbreaking announcement was mostly met with a positive reception. vlogƵFor many children and collectors, Logan had the potential to become a beloved plaything, a unique character who could share toy shelves with his friend, Tenney,vlogƵ Emilie and Jaclyn wrote. He was introduced along with Tenney, the American Girl doll from the same Contemporary Characters storyline, which would ultimately highlight their shortcomings in terms of design. (Something to note if youvlogƵre unfamiliar with the brand: American Girl dolls were representative of girls through the ages, many with a historical past.)
There were many codes for LoganvlogƵs traditional masculinity that set him apart from his female-coded counterpart, starting with his clothes, which were limited to two outfits with vlogƵmuted colorsvlogƵ and only one accessory compared to Tenney, who wore vlogƵwarm tonesvlogƵ with far more accessory options. vlogƵThis reflects the cut and style of contemporary gendered clothing,vlogƵ Emilie and Jaclyn explained. vlogƵThe boy doll, as the girl consumervlogƵs antithesis, is markedly free from the labor (and fun) involved in achieving normative beauty standards.vlogƵ
vlogƵThe dollsvlogƵ messaging [...] reifies hegemonic masculinity and normative femininity. Logan [became] emblematic of the white male privilege to occupy space, steal the spotlight, earn accolades for less work, and overpower girls and women.vlogƵ
Logan was further othered by his vlogƵplay loudvlogƵ slogan, a narrative that reinforced boldness and aggression. His backstory, which included a father working abroad and the expectation that Logan help financially support his working class family, led him to feeling overwhelmed, moody, and frustrated. Tenney, his band partner, was expected to emotionally support Logan through his outbursts, effectively painting girls as on-call therapists.
vlogƵThe dollsvlogƵ messaging [...] reifies hegemonic masculinity and normative femininity,vlogƵ the two wrote. vlogƵLogan [became] emblematic of the white male privilege to occupy space, steal the spotlight, earn accolades for less work, and overpower girls and women.vlogƵ
This was partly due to the timing of his release: LoganvlogƵs introduction came on the heels of Donald TrumpvlogƵs win over Hillary Clinton during the landmark 2016 US Presidential Election. Consumers simply werenvlogƵt having it. vlogƵTo introduce a boy doll without incorporating some critique of sexism is progressive only on the surface,vlogƵ Emilie and Jaclyn argue. vlogƵThe fan response to LoganvlogƵs releasevlogƵas well as his lower-than-expected salesvlogƵshow that consumers can see past their brand loyalty and reject superficial diversity.vlogƵ
ItvlogƵs no surprise then, that both Logan and Tenney were shelvedvlogƵindefinitely, just a year after their introduction to the American Girl fandom.
But the rocky road to American GirlvlogƵs first boy doll wasnvlogƵt for nought. The rise and fall of Logan means that big companies like Mattel are paving the way for more significant advancement of authentic representation for all children and opening the door for important discussion. In fact, Mattel is making major strides in their Barbie line, offering more sizes and shapes, more skin tones, more gender representation, and more inclusive ways to play.
As part of their , a variety of swappable clothing and hair options give kids the opportunity to explore the different ways real people express themselves. And thatvlogƵs a huge step. vlogƵToys should be gender neutral,vlogƵ Emilie argued in a conversation with us. vlogƵDolls should be marketed to children of any and all gender identities.vlogƵ
As the world of dolls evolves to reflect the world we inhabit, Emilie underscored the importance of diverse business practices. vlogƵI think real change needs to be rooted deeply within the corporate culture,vlogƵ she explained. vlogƵWho is making the decisions about diverse storylines and representations? Are the leadership teams, the board of directors, and the marketing teams inclusive and committed to equity and justice?vlogƵ
WevlogƵre looking forward to the next unboxing video. YouvlogƵve come a long way, baby(doll).
Professor Claudia Green, director of PacevlogƵs Hospitality and Tourism Management program, was faced with a challenge as she prepared to teach her civic engagement and public values course remotely: How would the class build a community project when the students were located around the world?
Alongside student scientists, Dyson Professor of Biology Bill Eaton is conducting invaluable research in Costa RicavlogƵhelping the world better understand how soil ecology impacts short- and long-term environmental health.
When Justin Brandon was a child, he loved to take things apart to figure out how they worked. Now hevlogƵs at Pace, completing a degree in computer studies with a focus on cybersecurity and computer forensics.