American Girl doll to close hometown Middleton office
About 30 jobs affected, some to move to Calif.
The popular toy brand American Girl, which was founded in the Madison area nearly 40 years ago, will be closing its corporate office in Middleton late this spring, the brand's parent company Mattel confirmed last week.
According to Madison-based WMTV 15 News, the decision will affect about 30 jobs.
A spokesperson for Mattel told WMTV 15 that the company plans to transfer positions in brand marketing, product design and development, public relations and creative services from Middleton to its headquarters in El Segundo, Calif. Affected Middleton employees were encouraged to apply for available positions in California.
Some of American Girl's Wisconsin workforce will continue to work remotely, the spokesperson said. American Girl's DeForest distribution center will not be impacted by the Middleton closure.
About 220 American Girl employees will remain working in Wisconsin, either remotely or in DeForest. About 700 people work for American Girl throughout the U.S., the spokesperson said.
In January 2018, American Girl cut 21 jobs in Wisconsin due to a steep drop in sales. The majority of those workers were based in Middleton.
That spring, the company closed its Kenosha County call center and warehouse, cutting 135 jobs.
American Girl was founded in Middleton in 1986
In 1986, Pleasant Rowland, a former teacher and textbook author, was inspired by her love of history to create the American Girl dolls — who each represented an American historical era. She founded the Pleasant Company, which manufactured American Girl dolls, books and accessories.
Rowland built American Girl into a $300 million business by the late 1990s and sold it to Mattel in 1998 for $700 million. Last year, Forbes named Rowland the 77th-richest self-made woman in America (and the fourth-richest in Wisconsin), with an estimated net worth of $350 million.
In 2021, the American Girl doll was inducted into the National Toy Hall of Fame. Today, the brand continues to offer a variety of historical dolls in addition to modern-day and create-yourown dolls, books and more.