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Rooted in research, Baesman’s AG Rewards loyalty program activated the brand’s top customers.

American Girl is one of the nation’s most iconic toy brands with a passionate following of parents and daughters that spans generations. American Girl partnered with Baesman to create a loyalty program that matched their customer’s passion and engagement through unique experiences and hard benefits.



The Baesman team performed an in-depth analysis focusing on data-driven customer behavior, personalization, and financial viability. The program delivered the incremental gains, engagement, and acquisition the American Girl team desired across multiple channels. In fact, the program delivered 20% of its year-one enrollment in just the first month.

Brand growth

Project Goals

 Drive customer purchase frequency

Increase customer retention and program enrollment

Improve brand engagement across channels

The program delivered 20% of its year-one enrollment goal in just the first month.


Baesman helped us identify the right path for us that aligned so perfectly with how we view our brand and what our customers want. We’ve been partners since the inception of AG Rewards.

Karen Walz:
Director of Loyalty, American Girl

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