Choose your character

Big lessons from little folks

The American Girl brand needed a refresh. Its image was old-fashioned and out-of-touch. But how do you champion traditional values while remaining current with the times? We brought in some experts to help: real girls giving candid answers to life’s tough questions. Their honest-to-goodness advice proved that character is what counts at any age.

The brand was so happy with the refresh anchored by our Choose Your Character campaign, they asked us to extend the idea to help launch their new line of dolls: Wellie Wishers. Wellie Wishers aims at a younger audience but the idea held true — even six-year-olds have big opinions and advice beyond their years.