In the article titled American Girl and the brand gestalt the success of the American Girl brand

is explored. The American Girl brand represents a collection of dolls and accessories for young girls and women. The marketing success of the brand has been attributed to an emotional variable and the marketing mix of product,place,and promotion. The American Girl brand is multigenerational brand and is a common ground for grandmothers and young girls alike. The generational crossover of the American Girl brand can be attributed to the brands traditional values and historical renderings. The retail outlet where the American Girl brand is sold is called the American Girl Place and is adorned with American Girl merchandise and history. Inside the American Girl place sits the American Girl caf where generations can share the American Girl heritage and host special events from birthday parties to anniversaries. The American Girl Place is described as a marketscape and mindscape where the American Girl brand is represented physically, emotionally and mentally to the consumer. In this article the term brand gestalt is used to describe the American Girl brand. A brand gestalt is a notion that it is a combination of elements and their individual influences that empower a brand.