General hours: Open 9:30–5, Tuesday–Sunday. Closed Mondays.  Online tickets never expire!

School-Year Hours: 9:30–5, Tuesday–Sunday. Closed Monday.

General hours: Open 9:30–5, Tuesday–Sunday. Closed Mondays.  Online tickets never expire!

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School-Year Hours: 9:30–5, Tuesday–Sunday. Closed Monday.


8830 N. Greenview Drive, Middleton, WI 53562

The American Girl Benefit Sale, run by Madison Children’s Museum, offers great deals on authentic American Girl dolls, accessories, and books — all for a good cause!

Girls holding American Girl dolls

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How to shop:

General Sale, Saturday:

Tickets for the Saturday General Sale will be sold starting in spring 2020.

The general sale offers discounts on genuine American Girl dolls (including 18″ dolls, WellieWishers, Bitty Babies, and mini dolls), accessories, and books. All inventory is donated by American Girl, from overstock or returns that have been reconditioned to like-new status. Discounts range from 30–70% off retail prices.

Markdown Sale, Sunday, July 21:

A limited number of early-entry tickets for Sunday for entry times from 7–8:45 a.m. will be sold during the Ticket Lottery Presale in the spring of 2020. Free Sunday tickets are given away on the day of the sale starting at 7 a.m., Sunday morning. Free tickets are for entry times from 9 a.m. to noon, with marked entry times and groups on each ticket. Supplies of tickets are limited.

The Sunday Markdown Sale offers deeper discounts and higher per-person limits on merchandise which did not sell on Saturday. Discounts and limits are set based on inventory on Saturday night, and not every item is discounted further. Most items will be discounted an additional 10-50%.

Q: When should I shop?

A: It depends on what you are shopping for. If you are looking for a particular doll or item you should shop Saturday, (tickets are sold out but you can visit the info tent to see if any unused tickets are for sale). No products are restocked overnight, so the selection on Sunday is what does not sell on Saturday. If you are looking for any doll, want to buy large numbers of the same item, or want the deepest possible discounts you should shop Sunday.

All benefit sale inventory is generously donated by American Girl and Mattel, and all proceeds support the work of Madison Children’s Museum and American Girl’s Fund for Children, which supports charitable programs for children in the Madison area. The sale is not run by American Girl or Mattel.

Get More Information About the Sale:

 General Sale Information & FAQ
Ticket Information
What to Expect at the Sale
Sale Grounds & Activities
Directions & Parking at the Sale
Partner Hotels & Local Attractions
Rules & Regulations

Still looking for more info?


If you have any questions that can’t be answered with the information on this site, please contact us via email. Also, there is a wonderful community of veteran sale-goers on our Facebook page. They are generally very generous with their time and willing to give advice. We highly recommend liking the page and joining that community.

NEW: For ticketing support questions:

If you have questions or concerns contact us as soon as possible. All help requests are time-stamped. We will respond to your question as soon as possible. Regardless of your method, be sure to provide your full name, phone number, email address, order number (if applicable), and a description of your issue.

Please contact us via the methods below:

  1. Contact us by email (preferred)
  2. Contact us via direct message to the American Girl Benefit Sale Facebook page
  3. Contact us by phone and leave a message: (608) 256-6445 ext. 777 (please only call if you do not have access to email or Facebook messenger)

Want to Volunteer?

All volunteer slots for 2019 are now filled. Please join us and volunteer for the 2020 sale. The sale would not be possible without the work of many dedicated volunteers who work year-round to prepare and run the sale. If you would like to learn more about volunteer opportunities, contact us via email.

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Get information and updates on merchandise and more by subscribing to our email list or follow us on Facebook.


For media inquiries email the Madison Children’s Museum’s communications team.

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