8400 Fairway Place / Middleton, WI 53562 BACKGROUNDER Since the first catalogue debuted in 1986, American Girl has

provided inspiring products for each stage of a young girls developmentfrom her preschool days of baby dolls and fantasy play through her tween years of self-expression and individuality. Through an array of premiumquality books, dolls, clothes, toys, and accessories, American Girl has earned the loyalty of millions of girls and the praise and trust of parents and educators. COMPANY HISTORY

Founded in 1986 as part of The Pleasant Company, American Girl began what is now 25 years of dedication to the future of young girls. That year, American Girl distributed its first catalogue, which advertised three historical character dolls: Kirsten Larson (1854), Samantha Parkington (1904), and Molly McIntire (1944). These dolls come to life in book series recounting their lives during important time periods in American history. In 1991, the Felicity Merriman doll (1774) became a part of the historical character line. Launched in 1992, The American Girl magazine strives toward many goals including building self-esteem, celebrating achievements and fostering creativity in girls. Following Kirsten, Samantha and Molly, in 1993, the Addy Walker (1864) doll and stories added more depth to the line of historical characters. Bitty Baby dolls became a part of the American Girl family in 1995. Geared for younger girls, these dolls are the ideal toys for girls age 3 to 6. Also in 1995, American Girl began to publish advice and activity books for girls. This year also marked the introduction of the contemporary American Girl dolls and accessories. Girls can now customize their own doll.

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In 1997, Josefina Montoya (1824) joined the historical character line. A year later, the first American Girl Place opened in Chicago. This and all American Girl stores allow girls to shop for themselves and their dolls, to browse through a library of books, and also to learn how to take care of their dolls. Pleasant Company became a part of Mattel in 1998, and in 1999, americangirl.com hit the World Wide Web. Another historical character joined the American Girl family in 2000: Kit Kittridge (1934). Contemporary dolls also became a part of the family in 2001 when American Girl introduced Lindsey, the very first Girl of the Year doll. These dolls also come with a book and accessories.

American Girl introduced the historical character Kaya (1764) in 2002. Also, the Bitty Twins, which were also created for younger girls, became a new part of the Bitty Baby product line. The following year, the American Girl Place in New York opened, when Kailey became American Girls new Girl of the Year.

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Backgrounder Page 3 of 6 In 2004, the first American Girl TV movie, Samantha: An American Girl Holiday, was released. American Girl also introduced Samanthas best friend, Nellie as a historical character doll. Another TV movie aired in 2005: Felicity: An American Girl Adventure. During this time, Felicitys best friend, Elizabeth, also became part of the historical character product line. American Girl announced Marisol as the 2005 Girl of the Year.

American Girl named Jess the 2006 Girl of the Year. Also this year, a third TV movie, Molly: An American Girl on the Home Front, aired. Mollys best friend, Emily joined the historical character line as well. Another American Girl Place opened in Los Angeles in 2006. In 2007, American Girls Girl of the Year was Nicki. Also in 2007, two American Girl Boutique and Bistro stores opened in Atlanta and Dallas. Also in 2007, new historical character dolls Julie Albright and her best friend Ivy (1970s) joined the American Girl family.

American Girl introduced Mia as the 2008 Girl of the Year.

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Backgrounder Page 4 of 6 Later that year, Kits best friend, Ruthie became a part of the historical character line. Also in 2008, American Girl released its first major motion picture: Kit Kittredge: An American Girl. This movie stars Academy Award nominee Abigail Breslin. Also in 2008, American Girl opened stores in Boston, Minneapolis and the Water Tower Place in Chicago. The 2009 Girl of the Year was Chrissa. Her DVD movie, An American Girl: Chrissa Stands Strong, also debuted in 2009. Later in 2009, American Girl chose to archive one of the original historical characters, Samantha Parkington. Released that year, Rebecca Rubin (1914) became a new historical character.

American Girl announced its 2010 Girl of the Year as Lanie. In 2010, American Girl archived another original historical character, Kirsten Larson. Also, two new American Girl stores opened in Denver and Kansas City. As part of the contemporary doll line, American Girl introduced My American Girl dolls in 2010. That year, American Girl also launched the Innerstar University on innerstaru.com.

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Backgrounder Page 5 of 6 Kanani became 2011s Girl of the Year. A third historical character, Felicity Merriman was archived, while two new historical American Girl characters, Marie-Grace Gardner and Ccile Rey (1853), became part of the American Girl family. Also in 2011, American Girl opened two new stores in Washington D.C. and Seattle.

This year, American Girl announced the McKenna doll as the Girl of the Year. The American Girl historical character line currently includes: Kaya, an adventurous Nez Perce girl growing up in 1764, before America became a country. Josefina, a girl living in colonial New Mexico in 1824 during the opening of the Santa Fe Trail. Marie-Grace and Ccile, newfound friends growing up in 1853 New Orleans. Addy, a courageous girl from 1864, determined to be free during the Civil War. Rebecca, a lively girl with dramatic flair growing up in New York City in 1914. Kit, a clever, resourceful girl growing up in 1934 during Americas Great Depression. Molly, a patriotic girl growing up on the home front in 1944 while the world is at war. Julie, a fun-loving girl growing up in San Francisco during the seventies. This year also marks the 25th anniversary of American Girl. FUTURE PLANS American Girl has begun planning, designing and writing for its 2013 Girl of the Year doll as well as new accessories and outfits for the contemporary doll line. The company also plans to release a new major motion picture movie for historical character doll, Julie. More details will come in 2013. Also look for a new American Girl book hitting stores in August 2012: A Smart Girls Guide to Managing Conflict.

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Backgrounder Page 6 of 6 KEY PLAYERS Ellen Brothers, American Girl President Ellen Brothers serves as American Girls current president. Also the executive vice president of Mattel, Brothers has extreme dedication to the mission of American Girl and strongly believes in the meaningfulness of its products. Brothers has a background in marketing as well as many years of experience. Success followed her on her journey to American Girl, where she began as president of Catalogue Marketing, and whose catalogue now ranks in the top 25 in the United States. For the past 17 years, she has been a member of the Catalogue and Marketing Councils for the Direct Marketing Association where she served on the board of directors from 1997 to 2000. Brothers also actively involves herself in the philanthropic efforts of American Girl. INVESTMENTS IN GIRLS LIVES American Girl has always been highly invested in the lives of girls. Since 1986, American Girl has donated over $87 million dollars to charities that positively impact girls potential. American Girl supports various charities and organizations through donations of books and clothes in efforts to give back to girls and others. These charities and organizations include:

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