American Girl

American Toy Icon: Pandemic Pivot to Reimagined Experience

As a pioneer of beloved immersive, in-person experiences, American Girl faced a particularly daunting challenge to its business model and brand experience amidst pandemic retail limitations. GlueIQ partnered to quickly help expand their current avenues of imaginative play for new and existing fans all over the world.

Unlocking Growth with Agility and eCommerce Maturity

Bringing the American Girl customer-centric experience to life in new ways would mean addressing American Girl’s processes, people and technology stack and priorities.


The core GlueIQ team began to uncover broken value streams and underutilized eCommerce platform capabilities, leading to a formal series of recommendations & growth strategies over a six-week period. Additionally, working directly with American Girl business, IT and vendor stakeholders, our embedded partner model and hands-on work advanced the overall relationship from that initial assessment to clear, explicit ownership of key initiatives. 
The Solution: 
A highly personalized customer experience found new forms. Glue IQ UX and business teams led the discovery for a revamp of key American Girl initiatives, including its revered Create Your Own doll experience (2021), their award-winning rewards program (2020), and Wishlist, to name a few. 

Strategies for connecting got smarter. GlueIQ focused on empowering the business to rapidly deploy campaigns targeting key audiences, coordinate into a broader A/B testing strategy and prioritize the roadmap. The GlueIQ team actively formalized a personalization framework, developing an active use case library and execution cadence coordinated between key cross-functional stakeholders. 
Our passion for outcomes is brought to life in ongoing support and expertise. As integrated partners, the GlueIQ team is able to quickly support and provide guidance on how to resolve issues or handle new requests using the existing tech stack and provide added business support with merchandising launches and IT releases.

American Girl Content Marketing Workflow
American Girl Web Pages Images
American Girl Content Marketing Sketch
American Girl eCommerce Page
American Girl eCommerce Page Design


GlueIQ Droplet 70% Year over Year Enrollment Growth

The UX focus enabled the business to elevate exposure of rewards benefits to customers and encourage new enrollment

GlueIQ Droplet 40% Order Increase from Shopping Bag

Boosting exposure of selected products within key recommendation locations helped reduce inventory concerns and deliver against key business priorities

GlueIQ Droplet 3x Audience Segments

Integrating Tealium AudienceStream, with connectors into Adobe Target and Adobe Campaign, expanded the eCommerce team’s ability to personalize in-the-moment messaging to  key segments across channels

Services Rendered

  • Omni-channel Ecommerce Strategy & Leadership
  • Commerce Platform Optimization
  • Personalization Maturation Framework
  • Experience Design & Digital Product Innovation
  • UX Discovery & Design
  • Portfolio/Agency Services & Embedded Team

See our strategies in action

Launch Project