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Empowered Girls Take On Company That Helped Empower Them

What happens when a company works to empower young girls, then makes a decision the girls don'st like Those girls take action.



American Girl was established in 1985 by Pleasant T. Rowland. According to the company'ss website, she wanted to create a line of dolls to entertain and teach. And it was a success. So much so that in 1998, the company was acquired by Mattel.



In the past year, the company established the American Girl Club. With safety in mind, the company designed an interface that allowed girls to find friends, participate in activities, play games, and learn about themselves.



On June 15, 2006, the company announced that it was closing the doors on this membership-only site. The immediate effect was a flurry of emails among the members.



One of those members is 12 year-old Maggie Baucom. Ms. Baucom decided that ending the site was a very bad idea. So bad that it needed to be stopped. She sat out to help save her club.



So Ms. Baucom created a blog to announce the situation and gather support. Her blog, Save The American Girl Club, can be found at http://saveamericangirlclub.blogspot.com



Ms. Baucom reports that she was not ready to go down without a fight. I'sve made friends from all over, and can'st imagine losing touch with them. But I also want to do it in a safe environment, and the Club allowed that.



Soon, Ms. Baucom'ss cyber-friends began adding comments. It is Ms. Baucom'ss hope that her friends will tell their friends, and soon, the club members will make their disappointment known to the company.



Will the campaign work Only time will tell in this old story of David vs. Goliath. Except in this twist, David is a group of determined girls, and they don'st want to kill Goliath, they want to save it.

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