Review: American Girl World Might Be the Best Branded Roblox Game of 2023

Created by Melonverse, American Girl’s new permanent experience is taking one of Roblox’s underutilized demographics - girls - by storm. After countless failed branded experiences and games on Roblox, (which you can read by subscribing to our newsletter) it’s refreshing to see when a brand creates a game with its target audience in mind. American Girl has created online games in the past, but their new Roblox experience is their best work yet. Before I get any further in the review, I must disclose that American Girl dolls were a part of my childhood, and I already have a very positive bias toward the American Girl brand. However, I tried to look at their Roblox game as unbiasedly as I could.

When you first log on, it allows you to customize your character, then guides you through a brief tutorial. Hidden around American Girl World are stars and once you collect enough, you unlock dolls and their respective worlds/minigames. To start, you unlock their 2023 Girl of the Year, Kavi. This allows you to “equip” her, and have the doll follow you on your adventure. This also unlocks Kavi’s city, which you use the airport to travel to. At Kavi’s city, you play a scavenger hunt mini-game where you use her clues to find coins. After completing this, the game guides you to the bedroom of their new historical dolls, Isabel and Nikki.

All in all, this game has many worlds, mini-games, obby courses, and ways for consumers to make special connections with American Girl and their dolls. Even though the game has just been released, there was already an active community online, and I had many users try to make friends with me when I was playing. I can see this game being one of the top branded games in due time.

If you’re planning to bring your brand to Roblox, I recommend playing through American Girl World. While it might seem childish or silly at first, this game is incredibly effective at connecting consumers to their brand.