Logan is an 18-inch figure with brown hair and gray eyes. His unbuttoned plaid button-up and dark-wash jeans scream "hipster but down-to-earth." He also comes with a drum set because, naturally, he is the friend and band mate of another new doll, Nashville singer Tenney Grant. Their tour starts February 16, so get your screaming kids ready.
A spokeswoman for Mattel, the giant that acquired American Girl in 1998, told the New York Times that customers had been asking for a boy doll for a long time. Parents wanted their sons to have a doll to play with or wanted to help their daughters diversify their collections. The need was so high many girls even created their own boy dolls from existing lines.
Logan is part of American Girl's strategy to reach kids on a personal level. In April, it will release a doll version of its YouTube character, Korean-American Z Yang. And in the fall, kids will be able to play with Nanea, a Hawaiian growing up in the 1940s, around the time of the Pearl Harbor attack.
Julie Parks, director of public relations at American Girl, told the Huffington Post parents and kids regularly tell the company they want characters with “more experiences, more diversity, more interests.”
The 2017 lineup isn't American Girl's first push to do so. Late last year, American Girl debuted its first limited-edition African American Girl of the Year, Gabriela McBride. But after a period of long growth, revenue was flat in 2016 at $570 million.