Diane McMillin, a 45-year-old mother of five from Massachusetts, is among a growing community of adult collectors devoted to American Girl dolls. McMillin owns more than 80 dolls and has spent upwards of $10,000 on the toys and their accessories. Frustrated by the parent company Mattel’s decision not to reissue original outfits from the 1980s and 1990s, she launched a small business on Etsy to create custom doll clothing, citing strong demand from adult collectors.
“We’re adults now and we have adult money,” McMillin said, explaining the enthusiasm and willingness among collectors to invest heavily in the dolls. Though her interest is embraced by her husband and 6-year-old daughter, she noted that her four teenage sons are less enthusiastic, often asking her to hide the dolls when their friends visit.
McMillin’s recent purchase was not a doll but a $30 hardcover novel, "Samantha: The Next Chapter," written by bestselling author Fiona Davis. The novel marks the first American Girl adult book, continuing the story of Samantha Parkington, one of the brand’s most iconic dolls. Originally introduced in 1986, Samantha is portrayed as a wealthy young New Yorker from 1904 who befriends a factory worker to fight against child labor abuses. The new novel, set in 1920, depicts Samantha at age 25, engaging in the women’s suffrage movement while exploring her family’s lost fortune.
Author Fiona Davis emphasized the novel’s historical accuracy and mature themes, including depictions of violence and self-defense training that suffragettes undertook to protect themselves during marches. “Women wore out there marching for their rights and that made them more vulnerable. There were jujitsu classes all over, and I said, ‘We have to get that in the book!’” Davis said, noting that Samantha’s character remains true to her adventurous and justice-driven nature.
The adult collector community includes Quinlyn Shaughnessy, a 28-year-old career counselor from Arizona, who owns more than 30 American Girl dolls and has spent thousands on specialized outfits and accessories. She praised the new book for respecting the brand’s history and said her close social circle is supportive of her ongoing passion. “If someone is going to judge me, romantically, because I love these dolls, I’d rather know sooner than later,” Shaughnessy said.
Aubre Andrus, a 42-year-old California-based writer and former American Girl employee, also maintains a lifelong connection to the dolls. After editing the brand’s magazine, she continues to collect dolls she plans to pass down to her children. Andrus recently rallied fans in a campaign to revive the discontinued American Girl magazine, highlighting the brand’s role in encouraging young girls to advocate for their interests.
American Girl collecting has also attracted support from some fathers, including Chris Sernel, 41, of Chicago. Sernel has spent over $5,000 on dolls and accessories for his family’s collection, sometimes prioritizing these purchases over vacations. He described the new Samantha book as “a compelling crime gangster thriller” and uses it as a tool in homeschooling. Sernel hosts a podcast called “Oh Hush! Reads,” where he interviewed Fiona Davis and introduced an “American Boy” doll modeled with unique accessories, reflecting the diverse ways fans engage with the brand.
Collectively, these enthusiasts illustrate how American Girl has evolved into a multifaceted cultural phenomenon, engaging collectors well beyond its original child audience.