Virtual Store Spotlight

Virtual Store Spotlight: The American Girl Virtual Museum

American Girl, a beloved toy brand renowned for its iconic dolls and immersive storytelling, has created one of the most engaged and loyal digital fan bases through its Obsess-powered virtual store. This innovative experience allows enthusiasts of all ages to embark on a captivating journey through history, exploring the brand’s rich heritage and fostering imagination. The American Girl virtual museum presents a realm of exciting possibilities for both fans and brands looking to make a splash amongst a new generation of brand loyalists and consumers. 

American Girl has long been celebrated for its commitment to representing different historical eras through its doll collections. With the virtual museum, the brand preserved and showcased these historical narratives in a highly relevant and immersive digital format. By digitizing artifacts, photographs, and interactive exhibits, American Girl offers a unique opportunity for all ages to explore the past with ease and convenience.

Upon entering the virtual museum, visitors are greeted with an immersive and visually captivating environment. The virtual space is designed to resemble a physical museum, complete with beautifully curated exhibits showcasing the dolls, accessories, and stories that have captured the hearts of millions. With a simple click of the floor navigation arrows, visitors can navigate through different eras, uncovering the stories and experiences that shaped each character’s world.

What sets American Girl’s virtual museum apart is its commitment to interactive exhibits and engaging storytelling. Visitors can delve deeper into each historical period, immersing themselves in the lives of the characters and the cultural contexts of their times. Through virtual displays, videos, and interactive games, visitors can gain a deeper understanding of the challenges, triumphs, and social issues faced by girls throughout history. The content and features in the virtual experience serve to provide engaging education for the American Girl consumer base, building long-term engagement and a strengthened brand connection. 

Possibly the greatest contributing factor to the virtual store’s success is the abundance of games throughout the store. A plethora of games is incorporated throughout the store in a variety of ways to inspire more immersion in the experience. Games like the puppy scavenger hunt, for instance, challenge store visitors to find all the missing puppies hidden throughout the store encouraging more store exploration and interactivity. The different types of games all contributed to the store’s higher time spent add to cart rate—visitors spent 1000% more time in the virtual experience than American Girl’s traditional e-commerce site and demonstrated a 25% higher add to cart ratio after visiting the experience.

Want to create a unique and engaging digital experience that builds brand affinity while delivering rich content your consumers will love? Visit our website to learn more and book a demo to discover our virtual store platform:



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Obsess is the leading experiential e-commerce platform enabling brands and retailers to serve immersive and highly interactive 3D virtual experiences that drive conversion, customer engagement, and brand loyalty amongst a new generation of gaming-fluent consumers. Obsess uses its proprietary virtual shopping platform and VR/AR technology to enable brands and retailers to set up 3D 360 digital storefronts on their websites.

© 2024 Obsess, Inc. all rights reserved.