Pleasant Company, makers of the American Girl dolls, enlisted SJ Public Relations to assist with the product launch of Josefina Montoya- the first Hispanic character of The American Girls Collection.
Pleasant Company, makers of the now Mattel-owned American Girl Collection, tapped SJ Public Relations to help promote the company’s latest addition- Josefina Montonya. To support the launch of the first Hispanic character in the American Girl Collection, SJPR developed an integrated marketing communications campaign that underscored the educational value and authenticity of the product while speaking uniquely to the rich heritage and culture of the Hispanic community. The national program, which included targeted sponsorships of key national organizations such as the Community Initiative Committee and National Association of Hispanic Publications, generated more than 12.6 million media impressions and achieved more than $475K in media value. SJPR’s efforts resulted in unprecedented sales for Pleasant Company as the Josefina product line far exceeded any other character launch in the history of the American Girl Collection.