Families Don’t Buy Identity Politics: Despite Boy Doll, American Girl Sales Slide Again

This is so Gay.

I wrote in February about American Girl’s major announcement of their first boy 18-inch doll. There were indications this was a distress move for a formerly high-quality company that was rapidly losing market share through oversaturation and trivialization following its purchase by global toy conglomerate Mattel.

The latest earnings reports confirm something’s going wrong: American Girl’s sales declined 12 percent this past quarter, one of its biggest drops in recent years.