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American Girl's foray into digital play overlooks mobile optimization

2015-05-26 11:46:41| Toys - Topix.net

Mattel Inc.'s American Girl brand is foraying digital play experiences with the launch of a mobile application that enables users to make virtual friendship bracelets as well as a microsite designed to coincide with its new Truly Me doll and accessories line, but the effort misses the mark by not having the site mobile-optimized for consumers who may access it through their own or parents' devices. While American Girl has always been synonymous with the classic dolls and their book accompaniments, the brand is branching out to include more digital platforms to cater to a growing customer base that prefers to consume content on mobile.

Tags: play american digital mobile

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