This doll marks an attempt to address the high barrier for women and underrepresented groups to enter and remain in science, technology, engineering, and math fields.

Luciana is unique because she is the first doll among contemporary characters to exclusively engage in science, technology, engineering, and math, or STEM (Strickland). Luciana is an aspiring 10-year-old astronaut and scientist who dreams to be the first person to walk on Mars. To narrow the subject, this essay examines the professional aspirations presented in the stories and media associated with the American Girl doll, Luciana Vega, released in 2018. As a rule, the talents of the Girls of the Year align with professional work and can inspire future generations to choose specific professions or develop professional qualities. For example, Joss Kendrick’s passion is surfing, Gabriela McBride loves dancing and poetry, and Grace Thomas is interested in baking. These dolls portray modern girls who have special talents or hobbies and who navigate their lives and experience adventures through the prism of their talents. In addition to historical personalities, the American Girl depicts contemporary girls, including the Girl of the Year line introduced annually. The original American Girl dolls represented historical figures: for example, Melody Ellison from the era of the Civil Rights Movement of the 1960s and Kit Kittredge from the time of the Great Depression in 1934. Mattel, the American toy conglomerate, has owned the American Girl brand since 1998 and describes the brand as helping 'generations of girls find courage, build confidence, and spread kindness' ('American Girl'). Even though the doll sets demand an excessively high price, this brand has a cultural significance for the girls and women growing up in the United States because of the historical and contemporary connections found in deeply researched stories and intricately designed accessories (Solly). In light of this, a question emerges: what do toys teach about professions and professionalism?Īs a feminist communication researcher, I study toys primarily intended for girls – the dolls in the American Girl collection. Therefore, toys may serve as a site to research professional aspirations.

The potential professional affiliations and skills offer an illustration of the roles that children learn about in the early years of their lives. They also learn to perform and contest ideas making up their culture. Toys and games are important elements of child growth and development.

Luciana by Erin Teagan