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American Girl Announces ‘Shine On Now’ Program


To foster a spirit of goodwill and help make the world a brighter place, American Girl is introducing Shine On Now™ — a new charitable initiative that harnesses the collective power of girls to help others in need.

Through Shine On Now, American Girl is calling on girls across the country to help the company give $1 million in clothes, books, dolls, and money to the following four organizations: Kids in Distressed Situations, Save the Children U.S.A., National Association of Children’s Hospitals and Related Institutions, and National Wildlife Federation.


Beginning July 13, 2010, girls can visit shineonnow.com to contribute a free ‘star’ to the effort. The goal is to collect one million stars by the end of the program on July 31, 2010. In addition, for every star a girl contributes (she can donate up to 100 each day!), her name will automatically be entered in a daily drawing to win a new My American Girl™ doll.


As part of the Shine On Now initiative and to further encourage girls to let their spirits shine, American Girl is also launching a brand-new virtual campus, Innerstar University™—a fun, safe online world where girls learn to be their best through a variety of games, quizzes, and other enriching activities that help boost their confidence and strength. Access to the new virtual world is free with each 18-inch My American GirI doll—the company’s newly enhanced contemporary product line that allows a girl to create a special doll as unique as she is.

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Vera Sweeney, mom, blogger, social media influencer and New York resident, is the founder of LadyAndTheBlog.com. She is considered one of the top female digital influencers in today’s social media space. Her lifestyle and parenting brand helps busy women stay on top of the latest trends in fashion, food, family and travel.


  1. Very interesting blog post thank you for sharing I just added your website to my bookmarks and will check back.

  2. Vera, thank you for sharing Shine On Now with your readers! We’re looking forward to reading about your doll giveaway!
    -Stephanie Spanos, American Girl

  3. I find this promotion by American Girl to be really fun for my grand-daughter. She had enjoyed “donating” every day. It has led us to discussions about what donating means (she is six) and how she/we can do nice things for others.

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