Like An American girl: Going beyond The Doll For A more Empowering picture

There’s a pretty big movement in pop culture at the moment that’s taking an impressed swipe at gender issues and stereotypes, whether it’s the rise of Amy Schumer, the new Ghostbusters, the new Thor, the launch of Vice’s broadly, or the report-breaking recognition of the ladies’s world cup, the indicators are all over and the momentum continues.

manufacturers be aware of this. not is Dove the one model hitching its model picture to female empowerment. appear no additional than always’s Like a lady, or advertisements that includes more sensible body pictures that go beyond just some other skinny adaptation. the patron response has inspired ever more manufacturers to get on board the empowerment categorical.

Now American girl is launching a brand new campaign aimed to align its model picture extra carefully to that empowering concept and is extending itself well beyond the dolls to do it. “The Pledge,” by agency Publicis, is due to the analysis the emblem has done that mentioned, despite the wonders of brand new verbal exchange, young girls really feel an increasing number of isolated.

to answer that, American lady president Jean McKenzie says the new campaign’s center of attention is to bring women together. “We had been probably the most first manufacturers to talk to women in a method that made them really feel like they in point of fact matter,” says McKenzie. “but for the most part, that way used to be focused on the individual ladies. Now, we’re putting ourselves on a brand new direction, going beyond the individual and speaking about how ladies may also be highly effective at the same time.”

To mirror and capitalize on how its consumers are using the dolls, the emblem has launched an original cease movement animated collection inspired by using the #AGSM phenomenon of girls creating stop-movement videos of their own dolls, in addition to a brief-format convey for YouTube called AG existence!.

the new path also contains going beyond dolls into new model extensions in health, beauty, and cookware. McKenzie says as the brand’s analysis showed how girls are consuming content as of late and wanting extra experiences, this is the time to increase the ways through which they are able to interact with the logo.

“We’re partnering with Williams-Sonoma, with cooking lessons and experiences to bring ladies and moms collectively in something that’s social, expressive, and fun,” says McKenzie. “we’ve also teamed with an organization referred to as No kid Hungry, to assist women organize bake sales to lend a hand carry money for a great result in.”