American Girl is trying to ignite the philanthropic spark in girls with a new campaign to donate $1 million worth of cash and goods to four nonprofit groups.
At the same time, the Middleton company is promoting sales of the custom-designed version of its dolls — with updated and enhanced features — and driving repeat visits to its website, chock-full of games, activities, and an array of products to buy.
“It’s kind of creative, actually,” said Joann Peck, associate professor of marketing with the UW-Madison School of Business.