Brand of the Day: American Girl Pledges to Give up to 1,000 Dolls a Day

Holiday generosity is also good marketing

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'Tis the season when brands inevitably feel charitable (not least because gestures to the disadvantaged create a halo effect) and the American Girl brand just kicked off this year's spate of giving. In partnership with the Children's Hospital Association, the Mattel-owned maker of "inspiring products for each stage of a young girl's development" has pledged to donate one doll for every one purchased to one of the 200 association-affiliated hospitals.

If it's any measure of the volume that American Girl does at this time of year, headquarters clarified that it would limit its donation to 1,000 dolls per day.

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