June 30, 2010, 2:36 PM

American Girl launches online charity donation campaign

American Girl’s Shine On Now campaign allows girls to vote which charity the company will give to.

Nesli Karakus

Senior Editor, Research

Lead Photo

Doll and apparel manufacturer American Girl LLC has launched an online donations campaign called Shine On Now. From July 13 until July 31, young shoppers can register at ShineOnNow.com and receive stars. Each day they log on to the site, they can donate their stars to their choice of four charities: Kids In Distressed Situations, Save the Children, National Wildlife Federation and National Association of Children’s Hospitals and Related Institutions.

“Our main goal is to collect one million stars by the end of the program. If the goal is reached, American Girl will give its maximum donation of $1 million in clothes, books, dolls and money to the four designated charities,” says a company spokeswoman.

Also, for each star a girl gives she will be entered into a drawing for one of 19 American Girl dolls.

On ShineOnNow.com, the company is also offering a downloadable Ambassador Kit that includes tips on how girls can get involved with their communities. For example, the kit provides volunteering ideas for girls such as reading books to kids in a hospital or organizing a clean-up at a neighborhood park. The kit also offers ideas about how to raise money through yard sales, bake sales or participation in charity races for causes that they care about.

American Girl, No. 102 in the Internet Retailer Top 500 Guide, is also adding another online activity for girls—Innerstar University. Starting July 13, when a girl purchases a My American Girl doll, she will get access to Innerstar University where she can interact with the virtual version of the doll on a virtual campus and engage in games, quizzes and other activities.

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