American Girl at Disney Springs
IN PROGRESS ❋ Developing a high-end, branded American Girl experience in collaboration with Disney Experiences.*
❋ Project OverviewTimeline: August 2026 – Ongoing
Works Done: Retail Experience Design and Strategy, Collaborative Branding, Copywriting, Creative Direction and Design
Tools: Illustrator, Photoshop, InDesign
Disclaimer: The material used in the work is being used under the fair use provisions of copyright law. All rights to the original content are held by their respective copyright owners. The designer is not affiliated with either American Girl (under Mattel) or Disney Experiences (under the Walt Disney Company) and does not claim ownership of any copyrighted material used.
* Conceptual Project
Purpose and Goals
American Girl and the Walt Disney Company are brands rooted in imagination, inspiring their consumers, young and old, to cultivate a desire for story-crafting and learning through creativity and play. Establishing their collaborative relationship in 2023, the two companies have amassed great success with the launch of the Disney doll line at American Girl. The collaboration has seen the release of nine play-line character dolls, seven limited-edition collector dolls, outfit and accessory sets, five Bitty Baby Cuddle and Care sets, and matching clothing for children.
This experience aims to introduce Disney fans to the doll brand backed by 40 years of quality products that drive a desire to explore American history and to encourage American Girl fans to visit the new location at Disney Springs and discover the location’s magical displays and exclusive offerings. This opportunity is another lucrative endeavor that will inspire further collaboration efforts, driving revenue and attention to both companies.
Visitor Personas
Three potential visitors, each with things that they want, or don’t want, out of their experience at AG at Disney Springs.
Kristen, 25
St. Cloud, Florida
BACKGROUND
⊹ Doll collector and member of the AGIG (American Girl Instagram) community
⊹ Has a collection of 50 AG dolls, including a couple of dolls from the Disney line
⊹ WDW annual pass holder, takes day trips twice a month
WHERE HER STORY BEGINS
⊹ She saw an ad for the new location on Instagram and saw members of AGIG questioning A, why the location was only selling items from the Disney line, and B, why someone would go to this location when a flagship location in Orlando already exists
⊹ She researched and realized that the location promised the release of exclusive merchandise and unique displays which piqued her interest
⊹ She decides she will visit and give an honest review on her socials
PERSONA GOALS
⊹ Determine if this location is truly unique enough and is worth visiting as a fan of AG
⊹ Share her experience with other AG fans through her online platform
Photo Credit: American Girl, Truly Me #132
Hellen, 11
Beaconsfield, England
BACKGROUND
⊹ Does not own AG dolls, but owns and enjoys a few doll lines that are made or sold across Europe
⊹ Travels with her family to WDW every two to three years for a couple of weeks at a time
WHERE HER STORY BEGINS
⊹ She and her family arrive at Disney Springs halfway through their trip and are checking out the stores until their dinner reservation
⊹ She is intrigued by the displays of the Disney dolls, but doesn't recognize the brand since it is not sold worldwide
⊹ She and her family enter and she decides she would like to buy a doll for a souvenir
⊹ Her family tells her she can, but to keep in mind the limited amount of space in their luggage and how many souvenirs she's purchased already
PERSONA GOALS
⊹ Decide if she wants to purchase a Disney doll or any other merchandise
⊹ Detemine how she may fit any purchases into her luggage or how to get them home
Photo Credit: American Girl, Truly Me #103
William, 7
Little Rock, Arkansas
BACKGROUND
⊹ Raised on Star Wars and enjoys watching the movies with his dad and grandpa
⊹ Has been to WDW with his family once when he was a toddler and is excited to go on more thrilling and scary rides now that he's tall enough
WHERE HIS STORY BEGINS
⊹ He and his family spent their morning in Animal Kingdom and have arrived at Disney Springs at 1pm to shop before dinner at 7pm
⊹ His mom said they would stop for a small lunch, but he's growing agitated with each store they go, especially the "girly and babyish" stores his little sister likes
⊹ His sister wants to go the AG store and he gets more frustrated at another "girly" store
⊹ His mom and grandma tell him they'll find something to eat after, while his dad and grandpa are apologetic
PERSONA GOALS
⊹ Get in and get out as soon as possible
⊹ Find some food to eat
Photo Credit: American Girl, Truly Me #104
Logo Mark
For their collaboration, Disney and American Girl combined both of their logos, separating them with a vertical bar. This logo is used across their website, magazine, packaging, in-store displays and marketing materials. While it is clear and accomplishes the task of exhibiting their partnership, the combined lockup is very horizontal. Using it on vertical pieces requires this iteration to be sized considerably small, causing visbility issues for some folks
For AG x Disney Springs, a combined logo mark was designed to keep both brands recognizable, but also scalable to a variety of materials. The following spread details the thought and design process behind the new logo mark.
ORIGINAL LOGO BY AG & DISNEY
NEW LOGO MARK
Product and Service Availability
In American Girl flagship stores, the full product catalog is traditionally available.
From an experiential marketing standpoint, this endeavor is focused on the Disney product line and is intentionally designed to act as an introduction to the AG brand. It was decided that only select products and experiences would be available at this experience.
For any products that may be featured in displays, but not sold at the store, there will be QR codes at each display that will bring them to a webpage, featuring the products. Customers can then select a product, bringing them to the listing on AG’s website. Customers can also inquire about certain products at the register, where clerks may aid in placing an order to ship home.
IN PROGRESS ❋ For Now… But What Comes Next?
❋ Location-exclusive policies, including ship to hotel room and ship to home options
❋ Dining opportunity and menu planning based on the American Girl Café and doll line-up
❋ Location mood board/look and feel; a magical twist on the AG store experience
❋ Display and interior planning, including Belle’s “enchanted library”
❋ Exclusive merchandise, including miniatures of fan-favorite Disney merch
❋ Marketing opportunities, such as location listing on Disney Springs site and social media ads