In 1986, Pleasant Rowland created American Girl based on a belief that the girls we impact today will be the women who make a difference tomorrow. Since then, more and more brands have joined the empowerment bandwagon and that collective push has had its intended effect. Girls no longer need someone to tell them they can do anything—they already know they’re capable of great things. So as pioneers of a movement back in ’86, American Girl had to lead a new movement for today. The Pledge is a call to arms that will change behavior in a way that fuels belonging and connection between girls, rather than promoting competition. Because individually, girls are powerful; but collectively, they are unstoppable.
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