American Girl brand profile in the United States 2023

How high is the brand awareness of American Girl in the United States?
When it comes to toys and baby online shop users, brand awareness of American Girl is at 71 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is American Girl in the United States?
In total, 33 percent of U.S. toys and baby online shop users say they like American Girl. However, in actuality, among the 71 percent of U.S. respondents who know American Girl, 46 percent of people like the brand.

What is the usage share of American Girl in the United States?
All in all, 24 percent of toys and baby online shop users in the United States use American Girl. That means, of the 71 percent who know the brand, 34 percent use them.

How loyal are the customers of American Girl?
Around 20 percent of toys and baby online shop users in the United States say they are likely to use American Girl again. Set in relation to the 24 percent usage share of the brand, this means that 83 percent of their customers show loyalty to the brand.

What's the buzz around American Girl in the United States?
In September 2023, about 26 percent of U.S. toys and baby online shop users had heard about American Girl in the media, on social media, or in advertising over the past three months. Of the 71 percent who know the brand, that's 37 percent, meaning at the time of the survey there's some buzz around American Girl in the United States.

If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.