To continue the momentum, the brand works with mom influencers on Instagram and TikTok. It also has been pursuing brand partnerships, such as a Pizza Hut collaboration on products for a ’90s-era doll. American Girl also got a lot of buzz from its recent deal with Jeni’s, a partnership nearly three years in the making that included Jeni’s clothing for dolls and a miniature ice cream truck with tiny pints as well as seating for dolls inside Jeni’s ice cream shops.
More news: How collabs can help marketers
“It helps us deepen and retain our core customer, these collaborations, but it also helps us acquire new customers through the partner’s existing fan base,” said Cygielman, noting another collaboration with Harry Potter.
On the podcast, she also discusses the brand’s virtual storefront and how it is experimenting with AI.
