Pleasant Rowland - Career

Career

In 1986 Rowland founded the Pleasant Company, which manufactures the "American Girl" dolls, books and accessories. Rowland was inspired to create the American Girl brand because of her longstanding interest in history. A visit to Colonial Williamsburg led her to think that young girls might become interested in history through identifying with dolls based on historic periods. Each doll is designed with a story that places it in a specific historical time period. Books, clothing and other accessories are marketed separately for each doll.

The company's growth was rapid as it added dolls, books, clothing for dolls and girls, and numerous other accessories, such as dollhouses and children's furniture. In marketing synergy, her company created stores in major cities, events, and films planned around the dolls and their accessories. For instance, parents may pay to reserve space at stores for American Girl parties for their daughters and friends. Stores have public restaurants where mothers and daughters can have tea or other meals.

In 1998 Rowland sold the Pleasant Company (now American Girl) to Mattel for $700 million. Based in Middleton, Wisconsin, the company reached $350 million in sales in 2001. As of 2008, it is second in U.S. sales only to those of the Barbie doll.

In 2001 Rowland purchased bankrupt MacKenzie-Childs, based in Aurora, NY. After Rowland restructured her management team in 2006 MacKenzie-Childs became profitable. In 2008 Rowland sold MacKenzie-Childs to Lee Feldman and Howard Cohen - part owners of Twin Lakes Capital.

In 2004 Rowland founded Rowland Reading Foundation to promote the Rowland Reading Program.

September 22, 2010 received Honorary Doctoral Degree of Humane Letters from Edgewood College in Madison Wisconsin.