Character is everything, it’s what we’ve believed since our brand founding. And it’s a belief that drives us to be a trusted partner for parents who want to raise strong, confident childs.

Through the fun of play, we help childs discover their sense of self. Our timeless stories and memorable characters instill important values like honesty, courage, kindness, and compassion.

These values help form who childs become. Together with parents, we’re encouraging a new generation to write their own history and create a world we all want to live in.

In 2019, we launched the ultimate experience in personalization with Style Shine, enabling childs to design the doll and apparel they've always dreamed of through millions of combinations