Mattel’s iconic brand American Girl was gearing up for its landmark birthday and Tangent had a VIP invite to the party. We worked as a true extension of their team for the year-long celebration: supporting them across Brand, Partnerships, Events, Publicity, Products and more. We helped them to blend nostalgic elements that captured the legacy, with innovative and unexpected activations to inspire the next generation. From ideation to logo design, press hits to social content, B2B materials to influencer programs, nationwide events to their first-ever digital festival, we navigated through the challenges of Covid as we helped them bring joy to fans of all ages.