2010
Lanie Holland, the eighth Girl of the Year, is released. Kirsten Larson is officially archived, only her mini doll and books remain available for purchase. Rebecca's summer collection is released. American Girl Boutique and Bistros open in Denver, CO, and Kansas City, KS. Just Like You is renamed My American Girl with the launch of Innerstar University. Felicity Merriman and Elizabeth Cole are the next Historical Character and Best Friend Character to be archived.
2011
Twenty-fifth year anniversary.
Kanani Akina, the ninth Girl of the Year, is released. Special limited edition mini dolls are released along with deluxe DVDs of the American Girl Movies for Samantha, Felicity, Molly, and Kit. Felicity Merriman and Elizabeth Cole are officially archived, only the mini dolls, movie, and books remain available for purchase. American Girl Boutiques and Bistros open in Washington, DC, and Seattle, WA. Two new Historical Characters, Marie-Grace Gardner and Cécile Rey, are released.
2012
McKenna Brooks, the tenth Girl of the Year, is released. Summer outfits for Cécile and Marie-Grace are released, as well some accessory sets and furniture for a limited time. American Girl Boutiques and Bistros open in St. Louis, MO, Houston, TX, and Miami, FL. McKenna Shoots for the Stars is released on DVD first and later airs on NBC. A new Historical Character, Caroline Abbott, was released.
2013
Saige Copeland, the eleventh Girl of the Year, is released. American Girl Boutiques and Bistros open in Columbus, OH, and San Francisco, CA. Molly McIntire and Emily Bennett are the next Historical and Best Friend Characters to be archived. Saige Paints the Sky is released on DVD first and later airs on NBC. Catalogs are sent to Canadian customers.
2014
Isabelle Palmer, the twelfth Girl of the Year, is released. Molly McIntire and Emily Bennett are officially archived, only the mini dolls, movie, and books remain available for purchase. American Girl expands their physical presence into Canada with Specialty Boutiques opening in Toronto, ON, Vancouver, BC, and Ottawa, ON. The Best Friend Characters line is discontinued, resulting in the formal retirements of Cécile Rey, Marie-Grace Gardner, Ivy Ling, and Ruthie Smithens and their collections. Isabelle Dances into the Spotlight is released on home video and later airs on the Disney Channel.
The current Historical Characters are revamped with the launch of BeForever which also included the re-release of Samantha Parkington. New outfits and items for current Historical Characters are released. The Central Series for current Historicals are bundled into two novel-length volumes, and My Journey Books were also released. American Girl Boutiques and Bistros open in Charlotte, NC, and Orlando, FL; American Girl also opens a temporary boutique in Honolulu, HI, the first temporary location.
Older Mini Dolls are retired.
2015
The temporary Hawaii boutique is closed. Grace Thomas, the thirteenth Girl of the Year, is released. Caroline Abbott is announced to be the next Historical Character to be archived since the BeForever revamp. My American Girl is renamed to Truly Me. American Girl Boutiques and Bistros open in Nashville, TN, and Scottsdale, AZ. A new Historical Character, Maryellen Larkin, is released exclusively for the BeForever lineup. Two live-action short films for Julie and Maryellen, And the Tiara Goes To... and Maryellen and the Brightest Star, are released on American Girl's YouTube channel. Several temporary boutiques are opened in multiple locations. American Girl is launched in Mexico.
2016
Thirty-year anniversary.
Lea Clark, the fourteenth Girl of the Year, is released. Caroline Abbott is officially archived. New special edition mini dolls of currently available BeForever characters are released. In a break from previous Historical/BeForever Character debuts, Melody Ellison's first volume is released without her other books or collection. The 2015 Temporary Boutiques are closed. American Girl debuts a new product line, the WellieWishers, and retires the Bitty Twins. The AG Rewards program is launched. The rest of Melody's books and collection debut across the summer. Two live-action specials, Melody 1963: Love Has to Win and Maryellen 1955: Extraordinary Christmas debut on Amazon Prime.
2017
Gabriela McBride, the fifteenth Girl of the Year, is released. The Contemporary Characters line is released with Tenney Grant and the first official 18" male character, Logan Everett. Felicity Merriman is rereleased for the BeForever Line. Z Yang is released for the Contemporary Line. Permanent underwear are implemented and quickly recalled. Two Live Action Specials, Ivy and Julie 1976: A Happy Balance and An American Girl Story: Summer Camp, Friends for Life are released. The Create Your Own line is released. Nanea Mitchell is released. American Girl in partnership with Majid Al Futtaim Leisure and Entertainment opens its first boutiques in the UAE.
2018
Luciana Vega, the sixteenth Girl of the Year, is released. The Truly Me line releases four more boy dolls in the line.