Open Thursdays–Sundays, 9 am–4 pm. Walk-up tickets available most days or reserve advance tickets for guaranteed entry

Thursday–Sunday, 9 am–4 pm

Open Thursdays–Sundays, 9 am–4 pm. Walk-up tickets available most days or reserve advance tickets for guaranteed entry

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Thursday–Sunday, 9 am–4 pm

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!

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.

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Important information about receiving AGBS emails:

  • Do NOT use @hotmail, @msn, or @outlook email addresses! Last year we discovered that these Microsoft-administered email services will not consistently deliver our tickets and other critical messages. Instead, we suggest you make a free email address elsewhere to use for benefit sale communications. (Gmail is free and works very well.)
  • Gmail users should be aware that our communications may be routed to your Promotions tab, so be sure you have the ability to check that frequently, or just enter “AGBS” in Gmail’s search bar.
  • Do not unsubscribe. American Girl Benefit Sale emails are sent by Madison Children’s Museum. If you unsubscribe to emails from Madison Children’s Museum, you are ALSO unsubscribing to all benefit sale emails. Our email service provider takes consumer privacy very seriously; if you unsubscribe yourself, we cannot manually add you back in. To re-subscribe, you will need to re-enter your information in our online subscription form, follow the prompts on subsequent screens, AND click on the link in a confirmation email before you will be added back to the list.

2021 American Girl Benefit Sale


  • All tickets are $12 per person
  • This year we only have a limited number of tickets, which were offered to the winners of a random lottery process. All tickets have now been distributed to winners. No additional tickets are available.
  • All shoppers MUST have a ticket to shop in this year’s sale.

Enter the Ticket Lottery

AGBS 2021 Timeline

  • August 25–26: Ticket purchasing lottery sign-up opens.
  • Aug 27–September 2: Tickets on sale to lottery winners. Every person who enters the ticket lottery will be notified by email if the lottery selected them to buy a ticket or not. All ticket sales are final and no refunds will be given. (Note: Only tickets sold to those individuals selected by the lottery as eligible purchasers will be honored. Anyone not selected in the lottery who uses the link to buy a ticket will have their order refunded minus a 25% per-ticket handling fee and may not be eligible for future sales. Let’s keep this fair.)
  • Sept 8: Shopping times assigned by lottery. Shopping times will be randomly assigned to all purchased tickets. Results will be sent by email to all ticket holders.
  • Sept 8–15: Ticket transfer window. If you discover that you cannot use your benefit sale ticket, or if you purchased a ticket on behalf of someone else, you may reassign your ticket to another person using our MyAGBS website. This process will be similar to last year. Please note that it is against our policy for tickets to be resold for more than their original purchase price and that all trades are done at your own risk.
  • Sep 13–Sep 24: Shopify site account verification window. This step is no longer needed. All ticket holders will be automatically added to Shopify. An email with your assigned password will be sent to ticket holders before the sale.
  • Sept 23: A list of select items and prices will be released by the end of the day. Not all items will be included, only those of which we have a larger supply. We cannot confirm the presence of any specific other items before the sale.
  • Sept 25: Online shopping benefit sale shopping. Shoppers may log on and shop starting at their assigned ticket time(s)
    • 9 am: The earliest shoppers begin shopping. Other shoppers begin shopping at their assigned ticket time(s)
    • 2:45 pm: The last group of shoppers begins shopping
    • 3:30 pm: All shopping must be completed
    • 5 pm: The Bonus Buy begins. All shoppers may log back in and shop an unlimited number of additional times. More info below
    • 6 pm: Bonus Buy concludes. All shoppers must have checked out
    • 7 pm: Shoppers may log into their personal MyAGBS page to either select a proxy to pick up their order for them OR select a time when they will pick up their order themselves. Proxies will automatically be sent a link to choose times when they will pick up their order. More information is below
  • Weekends, Oct 9-24: Curbside pickup at the new AGBS warehouse in Middleton, WI. Shoppers or their proxies may only arrive to pick up their order during pre-selected pickup appointments

2021 Sale Date & Format

    • The sale will take place ONLINE ONLY on September 25
    • Shoppers may begin shopping at their assigned time. The earliest times are at 9 am and the latest are at 3 pm. You may begin to shop after your assigned time but not before. All shopping must be concluded by 3:30 pm.
    • All times are in the US CENTRAL TIME ZONE.
    • All shoppers MUST already have a ticket.
      • Shoppers may only check out once per ticket (ie, the ticket entitles you to buy one cart of goods, subject to the limits above). The exception to this rule is our new Bonus Buy during a designated time after the main sale has concluded, where all ticketholders may log back in and shop for books, making multiple purchases as needed.
    • You can always start shopping later than the entry time on your ticket; you just can’t shop earlier
    • Items are NOT reserved in your cart until you check out. Items may sell out while you are still shopping and will disappear from your cart.
    • You may pay with a Visa, MasterCard, American Express, or Discover. Our online system will only accept one card per order; unlike what we can do in person, you may not split a purchase over multiple credit cards.

NEW! Bonus Buy

This year, we will offer a special Bonus Buy after the main sale has concluded. All ticket holders will be able to log back in again on Saturday evening and shop again multiple times. (For those used to the in-person sale, this is similar to how attendees could reenter the sale without a new ticket at the very end of the day on Sunday.)
  • The Bonus Buy will begin at 5 pm and conclude by 6 pm, or when all items are sold (whichever comes first).
  • The Bonus Buy will include all items not sold during the main sale, including many books and, most likely, a smaller number of dolls and accessories. As with the main sale, we make no guarantees as to what will be available in the Bonus Buy—it will all depend on what does and does not sell out earlier in the day.
  • Shoppers may shop an unlimited number of times, one cart at a time, to keep things fair for all.
  • Limits will be the same as in the main sale: up to 4 dolls, up to 4 accessories, and an unlimited number of books per cart.
  • Prices will most likely be the same as in the general sale; however, we may offer some markdowns.
  • To access the Bonus Buy, use the same link you used for the general sale and log back in after 5 pm.
  • An email will be sent to all ticket holders when the Bonus Buy begins and will include any updates or changes to procedures as needed.


    • All of our product is donated by American Girl/Mattel and comes from their overstock or returned merchandise. Quantities vary widely.
    • All products are sold AS IS, with no returns, refunds, or exchanges. All dolls are inspected by our volunteers and care is taken to ensure the dolls are in very good condition.
    • Dolls may come with or without some small accessories. We will not be able to confirm the exact accessories or outfits for each individual doll.
    • Truly Me dolls’ outfits vary and may not match the doll pictured on the sale website.
    • Packaging may be imperfect. We focus on the quality of the product, not the box. Dolls may or may not be secured in their boxes.

2021 Limits & Prices

    • Purchase limits: a total of FOUR dolls and FOUR accessories per ticket.
      • Dolls include all 18″ dolls, Create Your Own, Bitty Babies, and Bitty Baby gift boxes. Each ticket entitles its holder to buy FOUR dolls total.
      • Accessories include furniture, pets, clothing, and other miscellaneous items and will be individually priced. Each ticket entitles its holder to buy FOUR accessories total.

  • Doll prices will be:
    • $60 for Truly Me dolls
    • $120 for Create-Your-Own dolls
    • $70 for Character Dolls (historical dolls, Girl of the Year dolls, contemporary characters)
    • $40 for Bitty Baby
    • $65 Bitty Baby Gift Set
  • As in previous benefit sales, we cannot guarantee the selection that will be available when you shop. Individual items will sell out throughout the day, sometimes very quickly.
  • A more extensive list of items and prices will be announced the Thursday before the sale. As with previous benefit sales we cannot confirm the presence of any specific item before the sale
  • We are setting these limits so that every ticket holder can be sure of having the opportunity to buy up to the posted limits. Since the ability to purchase a ticket is not guaranteed and the limits are low this year, we advise against planning a trip to the sale that involves traveling a long distance,

2021 Order Pickup

Shoppers or their proxies will collect their purchases using CURBSIDE PICKUP ONLY from our new warehouse location in Middleton, Wisconsin, only during pre-scheduled pickup appointments.

Starting at 7 PM on Sept. 25, you will be able to select an available pickup appointment or designate a proxy to pick up your order for you on your MyAGBS page. We will also send an email to alert you when pickup selection begins, as these appointments are first-come, first-served. If you are picking up your own order you will then be able to select from available pickup times. More information on the proxy process is included below.


  • We will not ship any orders. No exceptions.
  • Pickup appointments are selected first-come, first-served.
  • Pickup appointments will be available for weekends in October, starting on October 9 and concluding on October 24.
  • Pickup appointment windows will be 8–11 am or 12–4 pm. You must arrive during your pickup window.
  • Be prepared to wait in your car. Our volunteers will get you your order as quickly as possible, but wait times will depend on how many others arrive at the same time. There are no public restrooms available at our new warehouse complex, so you might want to make a pit stop first. There is a convenience store/gas station nearby.
  • You only need to select one pickup slot, regardless of how many times you shopped during the benefit sale or if you are a proxy for other people.
  • Those picking up a particularly large number of items may be asked to arrange a pickup time outside of the normal pickup appointments.
  • The person picking up your order MUST show your order number(s) AND name. We will only release orders to the person who placed the order or the proxy they designate through our official proxy selection system. No exceptions.
  • Legibly write your full name and order number(s) on a large piece of paper with a thick marker and be prepared to show it out of the window of your car. (Similar to how many schools/daycares do their carpool pickup line.)
  • For the safety of our volunteers, you must stay with your car and may not enter the warehouse. Your order will be brought to your car.
  • No refunds will be provided for orders not picked up. Make arrangements to ensure that your order is picked up during the designated pickup windows.


You may designate another person (a proxy) to pick up your order(s). We strongly recommend you make arrangements with your proxy before the sale.

  • You must arrange for your own proxy if you cannot pick up your order yourself. We cannot suggest a proxy for you.
  • The use of a proxy is at your own risk. We are not responsible for what happens to your order after we release it to your designated proxy. Only use a proxy who you trust.
  • Proxy designation will be available starting at 7 pm on Sept. 25 via your myAGBS page.
  • You will need to know your proxy’s full name (as written on their legal ID), email address, and phone number to fill out the proxy selection form.
  • Be 100% sure that you type your proxy’s email correctly! Failure to do so will mean your proxy cannot select a pickup appointment and may not be able to collect your order.
  • Your proxy will receive an automatic email inviting them to log onto MyAGBS to select from available pickup times. If your proxy does not already have a MyAGBS account one will be created for them.
  • We will ONLY release your items to your designated proxy. If your arrangements change and you or someone else will pick up your order you will need to revoke your original proxy’s access.
Further information, including the pickup address and procedures when you arrive at the warehouse, will be sent by email before your pickup date.

AGBS is NOT run by American Girl

  • This benefit sale is run by hard-working volunteers and staff of Madison Children’s Museum. American Girl generously donates all product to us, but they do not run the sale in any way.
  • The online sale will take place on a separate website, currently under construction; the sale is NOT on American Girl’s website.
  • Please do NOT contact American Girl with questions about the sale.

Why Isn’t This System Perfect?

We ask for your patience and understanding during this process; while we have extensive experience running an in-person event, moving logistics online requires a major overhaul. The survey data was very helpful, but it also underlined how every choice we make would please some while disappointing others. There is no perfect solution to the problem of how to transform a beloved event in uncertain and shifting times.

As a reminder, the Benefit Sale is NOT run by American Girl; we are a small group of volunteers and a few staff members from Madison Children’s Museum. And this year we are an even more limited number of individuals. Please remember that the benefit sale is just that: a benefit event, more like a bigger version of a PTA bake sale than a polished, corporate operation. Your participation isn’t just about getting discounted American Girl items; it is about providing vital funding for charities that serve children at a time when funding is harder than ever to come by. Thank you so much for being a part of Dolls Doing Good.

We are trying to do the best we can despite the very unusual circumstances. Thank you for your patience, understanding, and support.

Still looking for more info?

We are short-staffed due to the pandemic, so we deeply appreciate your kind patience and understanding. Thank you.


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 and sale volunteers 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.

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. Email (fastest response)
  2. Send a direct message to the American Girl Benefit Sale Facebook page (posts to our wall or comments on posts might not be seen)

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