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He is the latest push by Mattel, which acquired the Wisconsin-based doll maker for $700 million in 1998, to create more contemporary figures and stories for American Girl, and to further diversify the line of the dolls in hopes of improving sales. Revenue was flat last year, at $570 million, after a long period of growth. Late last year, American Girl named its first limited-edition African American Girl of the Year, Gabriela McBride. Like most American Girl dolls, Gabriela costs $115.
$115 for a doll?
$115 for a doll?