Rebranding Samantha: Reflections on the First “Grown Up” American Girl Book
We had several things on our 40th anniversary of American Girl wishlist: The relaunch of Grin Pins; a new historical doll with a more contemporary history (we have consistently suggested something from the 1960s Chicano Movement); a few updated Smart.
In 2026, American Girl celebrated its 40th anniversary, marking four decades since the launch of its first historical doll and book series. The brand, originally created by Pleasant Rowland, is known for its historical dolls like Samantha Parkington, each accompanied by a series of books and accessories. The article mentions several anniversary-related initiatives, including the relaunch of Grin Pins, a new historical doll inspired by the 1960s Chicano Movement, and updated Smart Girl’s Guides. However, the most unexpected development was the announcement of Samantha: The Next Chapter, the first American Girl novel explicitly aimed at adult readers. This release reflects the brand’s attempt to engage its grown-up fanbase, a demographic that has shown renewed interest in the brand through nostalgia-driven trends during the COVID-19 pandemic.
The article highlights the role of nostalgia in driving adult engagement with American Girl’s brand. During the early days of the COVID-19 pandemic, many adults revisited childhood memories, leading to a surge in interest in American Girl products and services. For example, admissions to the brand’s doll hospital—a repair service for damaged dolls—significantly increased, with one author noting the discovery of her childhood Molly McIntire doll in a closet. This nostalgia also inspired the 2025 publication of An American Girl Anthology: Finding Ourselves in the Pleasant Company Universe, a collection of essays exploring the brand’s cultural and academic impact. The anthology includes contributions from scholars who grew up with American Girl and credit the brand for fostering their interest in history and education.
Samantha Parkington was chosen as the protagonist for Samantha: The Next Chapter for several reasons. As one of the first three dolls created by Pleasant Company in 1986, Samantha has a long-standing reputation as a best-selling doll, often associated with high-quality accessories. Additionally, her original storyline, which includes themes of child labor and suffrage, provides a relatively smooth transition for adult readers compared to other historical characters. The article also notes that Samantha’s descendant, Raquel Reyes, was named American Girl’s Doll of the Year in 2026, further linking the character to the brand’s future. However, the article suggests that Samantha’s appeal may also stem from her perceived lack of friction in her original narrative, making her a safer choice for an adult-oriented story.
Despite being marketed as an adult novel, Samantha: The Next Chapter follows a writing style more typical of young adult (YA) fiction. The first four chapters, available for review, are written at a reading level suitable for ages 12 to 18, with chapter lengths ranging from 1,450 to 2,000 words. This approach contrasts with the expectations of adult readers, who are accustomed to more complex narratives and subtext. For example, the opening chapters of the book include detailed descriptions of Samantha’s physical appearance, her locket, and her role as a suffragist, which are typical of children’s literature but may feel excessive to adult readers. The article questions why American Girl chose this style for an adult audience, especially given the brand’s history of tailoring content to different age groups.
American Girl has gradually evolved to engage its adult fanbase, reflecting broader cultural shifts. In 2021, the brand reintroduced its original six historical dolls—Samantha, Kirsten, Molly, Josefina, Felicity, and Addy—alongside a book titled Everything I Need to Know I Learned from American Girl, marketed as suitable for adults but rated for ages 8+ on the website. The brand has also embraced adult-oriented collaborations, such as allowing alcohol purchases at its cafés and partnering with brands like Harry Potter and Barbie. Additionally, the rise of social media has amplified adult engagement, with Instagram meme accounts and fan-driven restorying—a term from folklore referring to reimagining official narratives—becoming popular ways for fans to reinterpret characters like Felicity Merriman or Kit Kittredge.
The article highlights a disconnect between American Girl’s attempt to create adult fiction and the reading levels of many American adults. Research cited in the article suggests that many Americans struggle to read above a sixth-grade level, a fact that underscores the challenge of creating content tailored to adult readers. This issue reflects broader concerns about literacy in the United States, where reading proficiency varies widely. American Girl has historically positioned itself as a partner in children’s literacy, offering books designed to grow with young readers. However, the article questions whether the brand’s attempt to court adult fans with Samantha: The Next Chapter aligns with the reading abilities and expectations of its grown-up audience, particularly given the book’s YA-style writing.
The article explores the expectations surrounding *Samantha: The Next Chapter* as an adult novel, particularly in the context of contemporary romance trends. Adult romance readers, predominantly women, increasingly demand stories that focus on female character growth and explicit pleasure, often referred to as *spice* in online book communities. While the book’s description does not mention romance, the article speculates that Samantha’s status as a 25-year-old Edwardian-era socialite would naturally involve romantic subplots, such as rejecting marriage proposals or navigating societal expectations. The article also suggests that the book could have explored historical themes like feminine health and hygiene, which were relevant to women of Samantha’s era, but it remains unclear whether such topics will be addressed in the final text.
