American Girl is launching Shine On Now, a new charitable campaign that encourages girls to give support to other girls in need. The company hopes to donate $1 million in clothes, dolls, books, and money to Kids in Distressed Situations, National Association of Children’s Hospitals and Related Institutions, National Wildlife Federation, and Save the Children.
Starting June 28, girls can become American Girl Ambassadors at shineonnow.com; ambassadors will receive a free, downloadable tool kit with tips and ideas for fund-raising, volunteering, or donating to the four charities. On July 13, visitors to the website can contribute 100 free stars a day to eventually reach 1 million stars. If 1 million stars are collected, American Girl will donate its maximum gift of $1 million.
American Girl will also be launching a new virtual campus, Innerstar University, with a variety of games, quizzes, and other activities. Access to the online world comes with each 18-inch My American Girl doll.