Hmmm. I am totally sad about this. It is, to me, like changing the name of Apple Computer to something else. I hate name changes- from a marketing perspective. However, I saw it coming. The name plate on the doll trunks says "american girl" and the catalog did change it's name as well.

If they are distancing themself from Pleasant Rowland with the name change, I hope they do not plan to distance themselves further with the mission of the company and the product offering. I would hate to see the girls become oversize Barbies.