American Girl
8400 Fairway Place,
Middleton, 53562, WI,
United States
Middleton, 53562, WI,
United States
1 800-845-0005
Retail
American Girl Technographics
American Girl Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by American Girl and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 1200 American Girl employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that American Girl has purchased the following applications: PayPal Braintree for Payment Processing in 2017, Sterling Background Check for BackGround Screening in 2021, FreeWheel Demandsuite for Agency Management in 2024 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems American Girl is running and its propensity to invest more and deepen its relationship with PayPal , Affirm , Sterling Talent Solutions or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing American Girl revenues, which have grown to $300.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for American Girl intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
American Girl Tech Stack and Enterprise Applications
American Girl ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| PayPal | Legacy | PayPal Braintree | Payment Processing | ERP | n/a | 2017 | 2017 |
In 2017 American Girl implemented PayPal Braintree as its Payment Processing solution on its consumer-facing website. The deployment positioned PayPal Braintree as the primary payment gateway for online checkout, aligning payment capture and authorization with the retailer's ecommerce payment flows.
The implementation uses PayPal Braintree capabilities typical of Payment Processing platforms, including client-side SDK integration for hosted fields and tokenization, server-side payment capture and settlement workflows, and support for card and digital wallet acceptance. Integration points are focused on the site checkout experience and the backend order processing pipeline, with operational ownership concentrated in ecommerce and payments operations teams. American Girl’s configuration emphasizes centralized payment orchestration within the web storefront, embedding PayPal Braintree into the checkout and order lifecycle.
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Payment Processing | ERP |
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2021 | 2021 |
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American Girl HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Sterling Talent Solutions | Legacy | Sterling Background Check | BackGround Screening | HCM | n/a | 2021 | 2021 |
In 2021, American Girl implemented Sterling Background Check as its BackGround Screening solution. American Girl is a United States retail employer with approximately 1,200 employees and used the application specifically during seasonal hiring at its Middleton, Wisconsin site. Sterling Background Check was used to operationalize candidate screening within the retailer's hiring workflow.
Operationally the implementation processed candidate screens originating from Smart Recruiter and Indeed, with recruiters conducting interviews in English and Spanish before initiating Sterling Background Check screenings. The Sterling Background Check workflow was tied into candidate records in Smart Recruiter and candidate processing continued into Peoplesoft for HR records. New hire paperwork was routed through Kiss flow and Shared Services after background clearance, creating an end to end candidate to onboard sequence. Functional capabilities emphasized background screening orchestration, bilingual intake and HRIS handoff consistent with BackGround Screening practices.
The deployment covered recruiting and onboarding business functions within HR, with the seasonal bilingual HR recruiter serving as primary point of contact for Spanish speaking candidates and payroll questions. Governance centered on operational handoffs between recruiting, screening, and Shared Services, with Sterling Background Check serving as the screening node in that workflow. American Girl Sterling Background Check BackGround Screening supported recruiter-driven screening workflows, HRIS synchronization, and onboarding paperwork processing.
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Recruiting, Applicant Tracking System | HCM |
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2018 | 2018 |
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Time and Attendance | HCM |
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2010 | 2010 |
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American Girl ERP Services and Operations
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| FreeWheel, A Comcast Company | Legacy | FreeWheel Demandsuite | Agency Management | ERP Services and Operations | n/a | 2024 | 2024 |
American Girl implemented FreeWheel Demandsuite in 2024 to manage digital advertising on its public website, aligning the deployment with the Agency Management category. The implementation uses FreeWheel Demandsuite as the central ad operations platform to govern inventory allocation, campaign trafficking, and reporting across the americanagirl.com property.
Deployment is focused on site-level ad decisioning and monetization workflows, with FreeWheel Demandsuite configured to handle ad inventory management, yield orchestration, and campaign scheduling typical of Agency Management solutions. Operational ownership sits with digital advertising and marketing teams, who use the FreeWheel Demandsuite interface and reporting modules to coordinate campaign setup, targeting rules, and measurement. Governance and workflow changes center on centralizing ad operations and standardizing trafficking processes through the application, improving clarity of campaign controls and auditability on the website.
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American Girl Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Audio Video and Web Conferencing | Collaboration |
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2020 | 2020 |
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Audio Video and Web Conferencing | Collaboration |
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2017 | 2017 |
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American Girl Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Content Management | Content Management |
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2015 | 2015 |
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Digital Asset Management | Content Management |
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2019 | 2019 |
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Web Content Management | Content Management |
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2021 | 2021 |
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American Girl eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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eCommerce | eCommerce |
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2015 | 2015 |
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eCommerce | eCommerce |
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2018 | 2018 |
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eCommerce | eCommerce |
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2004 | 2004 |
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Shipping Management | eCommerce |
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2020 | 2020 |
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Shipping Management | eCommerce |
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2018 | 2018 |
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American Girl CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Customer Analytics | CRM |
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2018 | 2018 |
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Customer Engagement | CRM |
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2016 | 2016 |
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Customer Experience | CRM |
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2018 | 2018 |
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Marketing Analytics | CRM |
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2015 | 2015 |
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Marketing Analytics | CRM |
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2018 | 2018 |
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Marketing Automation | CRM |
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2018 | 2018 |
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Tag Management | CRM |
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2016 | 2016 |
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American Girl ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2018 | 2018 |
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American Girl TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Governance, Risk and Compliance | TRM |
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2012 | 2012 |
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American Girl IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2015 | 2015 |
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Content Delivery Network | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2018 | 2018 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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American Girl CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Identity and Access Management (IAM) | CyberSecurity |
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2021 | 2021 |
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Web Application Firewalls (WAF) | CyberSecurity |
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2021 | 2021 |
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IT Decision Makers and Key Stakeholders at American Girl
| First Name | Last Name | Title | Function | Department | Phone | |
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Director Human Resources | Director | HR | |
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Vice President Human Resources | VP | HR | |
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Manager Information Technology | Manager | IT | |
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Human Resources Manager | Manager | HR | |
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Senior Director Finance, American Girl | Director | Finance | |
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HR Manager | Manager | HR | |
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Director Fulfillment Operations | Director | Finance | |
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Manager Distribution Center Services | Manager | Finance | |
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Operations Manager | Manager | Finance | |
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Lead Fullfillment Processor | Manager | Finance | |
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Senior Manager Human Resources | Manager | HR | |
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Manager Human Resources | Manager | HR | |
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Apps Being Evaluated by American Girl Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from American Girl IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the American Girl digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
|---|---|---|---|---|---|---|
| No data found | ||||||
FAQ - APPS RUN THE WORLD American Girl Technographics
American Girl is a Retail organization based in United States,
with around 1200 employees and annual revenues of $300.0 million.
American Girl operates a diverse technology stack with applications such as
PayPal Braintree, Sterling Background Check and FreeWheel Demandsuite,
covering areas like Payment Processing, BackGround Screening and Agency Management.
American Girl has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as PayPal, Sterling Talent Solutions and FreeWheel, A Comcast Company.
American Girl recently adopted applications including
FreeWheel Demandsuite in 2024, Affirm in 2021 and Sterling Background Check in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of American Girl’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates American Girl’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete American Girl technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.