1990[]
Our New Baby line is launched. School Desks are released for Molly, Samantha, and Kirsten.
1991[]
Five-year anniversary.
Historical Character Craft Kits are released, along with the Portfolios of Pastimes.
Felicity Merriman is released Fall 1991 with her first three books and accompanying clothing and accessories. Because of the low neckline of colonial outfits, the cloth bodies are changed from a white color to a matching tan color.
1992[]
The second half of Felicity's collection is released. American Girl Magazine is launched. Dolls sent in to the American Girl Hospital began to be returned with hospital gowns and accessories.
1993[]
Addy Walker is released Fall 1993 with her first three books and accompanying clothing and accessories. The newsletter, Pleasant Times, is released.
1994[]
The second half of Addy's collection is released. Individual theater, craft, and cookbooks are released for each character as the American Girls Pastimes. American Girl Gear is released as modern-style clothing for children, along with Miss AG Bear and Grin Pins.
1995[]
American Girl of Today line is released, emphasizing dolls as "Historical Characters of Today". Our New Baby is rereleased as Bitty Baby.
1996[]
Ten-year anniversary.
In May the website is launched, with online features from American Girl Magazine. The American Girls Club and Historical Society is launched. Catalogs must still be requested and orders placed by phone or mail, as there is no online ordering.
1997[]
The first Limited Edition Historical Outfits are released. Josefina Montoya is released Fall 1997 with her first three books and accompanying clothing and accessories. The Pleasant Times is renamed The American Girl News. The American Girls Club is modified to remove the Historical Society.
1998[]
The second half of Josefina's collection is released. The first American Girl Place opens in Chicago, IL. Online purchases are made available via the website. Ms. Rowland sells the company to Mattel for 700 million dollars. The American Girl of Today line is renamed American Girl Today. Historical Society rewards may no longer be obtained at the end of the year. Miss AG Bear is retired.
1999[]
The American Girls Club ends. Separate Short Stories and accompanying outfits are released.