PRESS
2015 November 02   |  
PRESS RELEASE
AMERICAN GIRL & DRIVER DIGITAL LAUNCH NEW ORIGINAL WEB SERIES, AG LIFE

NEW YORK AND MADISON, WI (October 23, 2015) – American Girl, a premium brand for girls, has partnered with Driver Digital, a leading next generation youth and family entertainment company, to develop and produce a new original 24-episode lifestyle series entitled AG Life.  Engaging girls from around the world, the new series will premier October 23rd on the American Girl YouTube channel exploring the fun and universal aspects of life for today’s girls.  Every Friday, a new episode will debut on the channel, celebrating friendship, teamwork, and community, plus the importance of being true to yourself and having fun. A team of five upbeat girls host the show, sharing their real-life experiences and inspiring and uniting the American Girl community. 

Each episode will focus on a different theme (e.g. Halloween, Girls Who Rock!, and Fall Fashion), and incorporate recurring and relatable topic segments including: Awesome Girl , which features girls from the American Girl community; Cool Crafts; This or That interactive quizzes; as well as segments on advice, pop culture, and food. 

“We’re delighted to work with Driver Digital on this exciting new program that reflects American Girl’s mission to fuel a sense of belonging and connection among girls,” said Julia Prohaska, Sr. Director of Global Brand Marketing of American Girl.  “The topics covered in the show, from heralding the achievements of real girls to sharing craft ideas, money skills and peer-to-peer advice, are a reflection of the intelligence, curiosity, interests and diversity of girls today. Creating an original YouTube series allows us to meet girls where they are engaging online, as well as connect and interact with them in more meaningful and relevant ways.”

Driver Digital’s Head of Audience Development, Mike O’Connor, says, “With AG Life, we will leverage the lessons we learned building our tween show, Dream Mining, and produce engaging content for AG fans on YouTube that honors American Girl’s unique and powerful vision.  YouTube is the perfect platform for this new show that focuses on real girls’ lifestyles in an honest and entertaining way. ”

AG Life is produced at Driver’s studio in New York City.  Driver Digital’s creative team, led by Rob Kurtz, worked closely with the team at American Girl to fully understand the core values of the brand. Driver was then able to leverage its deep expertise in YouTube content development to deliver a show that brings the American Girl brand to life in a new way.  Driver’s own tween lifestyle show, Dream Mining, has surpassed 200,000 subscribers and covers entertainment, fashion, and more for a similar demographic.  The series is produced in partnership with American Girl executive producer, Lindsay Feitlinger, whose production credits include The Oprah Winfrey Show, Oprah’s Favorite Things Special, and The Rosie Show.

The series will be promoted on all American Girl digital and social channels.

View the trailer here: https://youtu.be/dVywGwlyOPA

View the first episode: https://youtu.be/ws1tsBwllLg

 

About Driver Digital:

Driver Digital (www.driverdigital.com) is a premiere Family Entertainment Studio and Network providing outstanding media content across the digital landscape.   By creating, producing and distributing quality kids and tween entertainment on YouTube, Driver Digital has become one of the leading “digital first” studios in the demographic.  Driver Digital’s sister company, DRIVER Media (www.driver.tv), is an industry-leading production company working for major ad agencies and brands including Coca-Cola, Pepsi, AT&T Microsoft and General Motors. 

 

About American Girl:

American Girl is a premium brand for girls and a wholly owned subsidiary of Mattel, Inc. (NASDAQ:MAT, www.mattel.com), the worldwide leader in the design, manufacture, and marketing of toys and family products. Headquartered in Middleton, WI, American Girl offers an inspiring world of dolls, experiences, and entertainment to empower and unite girls of all ages. Best-selling lines include Truly Me™, Girl of the Year™, Bitty Baby™, and the classic historical character line BeForever™. The company sells products through its award-winning catalogue, on americangirl.com, in its experiential retail stores nationwide, and in specialty boutiques at select Indigo™ and Chapters™ in Canada and El Palacio de Hierro locations in Mexico City. American Girl’s mission is to fuel belonging and connection among girls, a goal that has already earned the loyalty of millions and the praise and trust of their parents and educators. To learn more about American Girl or request a free catalogue, call 1-800-845-0005 or visit www.americangirl.com, www.facebook.com/americangirl, or www.twitter.com/american_girl

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CONTACT: 

Julie Parks, American Girl

608-830-4631

julie.parks@americangirl.com

Scott Weitz, Driver Digital

212-675-2820

scott.weitz@driverdigital.com