American Girl Tries To Restore Image Tarnished by Pro-Life Boycott

American Girl Picket in NY

Clare Scheidler pickets American Girl Place in New York City with doll Molly, Dec. 10 [Photo by EJS]

Two recent developments demonstrate how effective the pro-life protest of American Girl has been. Since October, the Pro-Life Action League has protested American Girl’s funding of the pro-abortion group Girls Inc. through it’s “I Can” bracelet program. On November 1, the League called for a national boycott through the Christmas shopping season.

First, American Girl’s “I Can” program is now scheduled to end Dec. 26—the earliest possible day they could end the program without losing face. No mention of an ending date for the program was ever made until the pro-life protest picked up steam.

Secondly, American Girl has launched the “Save Girlhood” ad campaign, the first ad campaign in the company’s history, which seeks to protect girls from growing up too fast and preserve their innocence. A new website suggests wholesome, fun activities for girls and their parents.

American Girl in Damage-Control Mode

Save Girlhood logo

“American Girl is trying to restore its wholesome image with pro-life families,” said League Executive Director Ann Scheidler. “Their efforts at damage control show how effective our protest and boycott have been.”

“The ‘I Can’ bracelet project which funded Girls Inc. abruptly comes to an end December 26,” said Scheidler. “This new ‘Save Girlhood’ project proves that consumers can demand integrity from a company by refusing to buy its products when it betrays its consumers’ trust.”

League’s Protest a Success

American Girl began de-emphasizing the “I Can” project within days of the League’s first press release decrying the link with Girls Inc. Bath and Body Works, the only other outlet for purchasing the “I Can” bracelet, quit the project in late November. The League has distributed thousands of “You have betrayed our trust” brochures.

The League held pickets at American Girl Place in Chicago on November 25 and December 3, and at American Girl Place on Fifth Avenue in New York on December 10.

“The League’s boycott and the pickets have been highly successful. We are happy that American Girl is trying to win back our confidence. But we continue to be watchful,” said Scheidler.

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