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Rethinking my American Girl Place purchases.

My wife collects dolls and shops at American Girl Place. We've bought gifts for our goddaughter there. But I'm rethinking that based on what seems to be an incredibly stupid customer service mistake concerning a little girl.

From The Consumerist:

American Girl Place Mocks 6 Year-Old For Having A Doll From Target, Refuses To Style The Doll's Hair

This story is just heartbreaking. We feel really, really bad for this little girl. Etta saved all her money and purchased a pretty doll from Target named Gracie. When she was invited by her friend to bring her doll to American Girl Place for a "doll hairstyle" she was thrilled...until the stylist chided her for not having a "real" doll and refused her business.

I understand that American Girl Place is in business to make money, and they make plenty. But they are also in the business of creating fantasies for little girls (and big ones). They shattered that image for this little girl, certainly losing her as a future customer. And for what? Because she hadn't bought one of their overpriced dolls? They would have still gotten their $20 styling fee.

Of course the saddest part of the article is the comments from the other moms:

One mom just smiled and said "Well, American Girl Dolls aren't for everyone, you know." A sentence cleverly crafted to make Etta feel like someone cared about her but also to be aware that she really didn't belong there in your fancy store with the other, richer, better girls. How compassionate!

Well that just isn't the kind of store that I want to deal with. I think I'll start shopping at Target.

Just a suggestion to the folks at American Girl Place, but this is probably something you want to fix quickly.

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Comments

Like you, when I first read the blog, I felt pretty bad for the little girl. But then I thought about my own experiences at AG Place in NYC. I've gone there with my daughters, with dolls and without dolls, dressed nicely and dressed not-so-nicely, and we've always been treated well. The customers are a mix of New Yorkers and tourists, and the employees are a mix of ages and ethnicities.

It's important to read the whole blog entry, not just the blurbs posted on Consumerist. In the original blog, the mom states that the little girl chose to buy a Target doll rather than an American Girl doll. So the stylist, even if she was rude (and I honestly doubt she was), wasn't telling Etta something she didn't already know. She knows her doll is NOT an American Girl doll. If the doll was refused service, the mother/guardian could have handled it better: ask for a manager, or take the girl to a different department and let her spend her money on AG books or accessories. Furthermore, it's completely understandable that they only style the hair of AG dolls. If they damage the hair, they can easily replace the doll on the spot. However, if they damage another brand, then the child/parent will be upset, and there will be all kinds of issues regarding replacement.

I decided to read some of the mom's other blog entries, since she makes it seem like her family is impoverished and can only afford thrift-store clothing. But her other blogs mention her cleaning lady, the VCR in her minivan, expensive summer camps, a trip to a spa, trips to Ireland and Italy with her kids, kitchen and facade renovations on the brownstone she purchased, and the expensive nit-picker she hired when her kids got lice. So she's not as poor as her letter implies.

It's interesting that the mother tells us exactly what the stylist said and did, and exactly what the other moms said and did, but she does not tell us what she (or the adult accompanying Etta) said and did. If this incident really did occur, I imagine it went something like this: The stylist refused service on the doll. The woman argued with the stylist while the girl cried. The other moms got annoyed because the woman was causing a scene and holding up the line, so they made some rude comments to the woman.

Don't boycott AG because of this story. Even if it did occur, it's an isolated incident involving one employee and a few customers. Not all AG owners are the stereotype: rich, snobby, elitist. Some of us prefer to save up our hard-earned money to buy quality dolls with wholesome historical stories. I'd rather buy one AG doll than a handful of Bratz dolls.

Posted by: Ann on March 29, 2007 08:23 AM
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