Role: Strategist and designer

Goal: Introduce the successful American Girl (AG) brand to the UK by reimagining the brand through UK history, storytelling, and girlhood. The campaign positions the dolls as a culturally meaningful, educational, and emotionally resonant way for kids to explore the past.

Current Brand Strengths:

• National popularity in the US

• Strong brand identity

• Physical locations that have become popular experiences -cafes, doll salons, multi-story shops

• Movies and books that accompany the dolls

• Dedicated fanbase - including collectors

Weaknesses/Challenges & Competition in UK Market: Brand awareness is currently low in the UK and Europe because the American Girl stories are just that: American. The established competition is Our Generation Dolls, but they lack the strong historical storytelling that makes AG unique.

Big Idea & strategy:

• Target Audience

  • Primary- Parents (they are the ones buying for their children)

  • Secondary- Young Girls

• Subculture

  • Collectors

• Strategy

  • UK Girl connects kids to their heritage through storytelling, play, and representation

  • The dolls become living portals into iconic eras of UK history

  • Rely on educational value to appeal to parents

Media Strategy:

• Social Media

  • Reveals of each UK Girl doll using Reels & carousel posts to introduce her era, personality, and accessories

  • Bite-sized content containing historical facts (“Her Era Explained”) to position the dolls as culturally meaningful, not just toys

• Shoppable moments

  • Product tags

  • Early-access drops

Execution: We created a mock-up shopping mall ad, kids magazine ad, and social ad (seen below). *Disclaimer: AI was used to create the mock-up dolls and only the dolls.