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Open 9:30 a.m. – 5 p.m., Tuesday – Sunday. Buy online tickets now—they never expire!

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School-Year: 9:30–5, Tues.–Sun. Closed Mon.

American Girl Benefit Sale

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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News for the 2020 Sale:

Making plans to attend this sale of discounted American Girl merchandise in July? Get these dates in your calendar!

2020 Sale Dates & Location

Sale weekend: Saturday, July 11 and Sunday, July 12
Alliant Energy Center, Arena, in Madison, Wisconsin

2020 Ticket On-Sale Dates

  • The Ticket Lottery Presale will begin on Wednesday, March 18 and will run through Sunday, March 22

  • The General Ticket Sale will begin on Wednesday, April 1 and will run until all tickets are sold 

Please note, this is a change from the usual (and previously announced) sale date, which has traditionally been the third weekend in July. And the sale has moved from the warehouse in Middleton to Madison—in a facility designed to host events like this.

Changes for 2020

The new venue (which necessitates the new date) offers many advantages:

  • Holding more of the sale indoors—this includes food, queuing station, and most of the merchandise and checkout stations
  • Free, onsite parking
  • Indoor plumbing
  • Better temperature control—not air conditioned, but cooled by large industrial fans at top of building
  • More room and places to sit
  • More of your purchase dollars benefiting Madison Children’s Museum and American Girl’s Fund for Children

Please note that because the sale is earlier in July, ticket on-sale dates are also a little earlier than in previous years. Mark your calendars and be sure to stay subscribed to our email updates—and watch Facebook—so you don’t miss the start of ticket sales. If you aren’t subscribed, sign up for benefit sale emails now.

There are a few other changes necessitated by the change of venue, such as how we are selling and distributing tickets for the Sunday sale.

For those who are curious, here’s background on why we changed the location and date of the sale. 

How to shop

Saturday Sale, July 11

The Saturday 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 30–70% off retail prices.

Markdown Sale, Sunday, July 12:

The Sunday Markdown Sale offers deeper discounts and higher per-person limits on merchandise that 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. 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. Some people shop both days.

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 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. 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?

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.

Get the Latest News

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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