Marketing Support

Events Policy

We strongly encourage booksellers to host in-store events to promote the sale of American Girl books and sidelines. However, we require that all store events promoting American Girl products be held in a bookstore and be free of any admission charge.

This events policy has been instituted to minimize any possible confusion between bookstore promotional events and the American Girl Fashion Show®, a fund-raising program hosted by various nonprofit organizations nationwide.

The distinction between the two types of events is significant. Bookseller promotional events are fairly informal affairs that are meant to serve relatively small audiences. The bookseller who hosts the event determines the structure of each event, and participants are not charged a fee to attend.

On the other hand, American Girl Fashion Show events are relatively large, more formal productions that are designed to serve 1,000 to 1,500 attendees during the course of a weekend. Host organizations are required to have not-for-profit [501(c)(3)] status, pay a licensing fee, and sign a legal contract granting them the right to present a specific event package according to predetermined guidelines. Because the events’ specific purpose is to raise money for children’s causes, attendees are charged admission.

Please note that the hosting nonprofit organizations are encouraged to invite local booksellers to sell American Girl books at Fashion Show events in return for a percentage of the proceeds. If you would like to be considered when one of these American Girl fund-raisers is scheduled in your community, please inform Customer Service. Your information will be passed on to the host organization.

If you have any further questions or concerns about this events policy, please contact Customer Service at 1-800-233-0264.