American Girl’s Z is a budding filmmaker who wants to share stories about people who inspire her. Working with Tongal, American Girl is looking for Concepts that will expand and elaborate on Z’s story in new and exciting ways.

American Girl’s Z is a girl of our generation. Like many Tongalers, she is a budding filmmaker who wants to share stories about people who inspire her. In her online video series ZCrew, Z forges friendships and connects with other girls around the world through her passion for stopmotion and filmmaking. Through this platform, she elevates and celebrates other girls’ stories that she finds inspiring.

Working with Tongal, American Girl is looking for Concepts that will expand and elaborate on Z’s story in new and exciting ways.

What you need to know:

• We want girls to fall in love with Z, a girl who is just like them—real, relevant, and now, and to want to know more about her and who she is.
  • Z currently lives in Seattle, Washington.
• The concept can feature stories about fashion, friendship, crafts, doll play, filmmaking, animals—whatever Z and her cast of friends may be excited about.
• Z’s friends should add to her narrative.
• Keep in mind Z’s creative character comes to life in stop-motion videos, starring Z in doll form.
• Your concepts should keep the series light, playful, and sometimes-silly, though still in line with the tone and themes that an 8-14 year old (focusing on 10-13), would find relevant.
• The concept should feature a call-to-action to encourage social engagement, so all girls will feel part of Z’s world.

The goal of this project is to source THREE (3) Concepts that will expand and elaborate on Z’s story in new and exciting ways.

Check out the links for below for more information:

• Z’s first series, #AGZCREW (link)
• American Girl’s curated playlist of American Girl Stop-Motion (AGSM) favorites (link)

--Key Marketing Messages: 

Think about utilizing #AGZCrew within the communication to encourage a dialog among the AGSM and digital communities and invite them to create their own content.

--Target Audience:

The target audience is a slightly older girl, between 8 and 14, with the focus on girls between 10 and 13. The secondary audience includes members of the AGSM community (generally girls 14-25) who make short and long form stop-motion content as well as all audiences who may be fans of American Girl or entertaining video content.

--Executional Mandatories:

• Content should be rated G (avoid provocative clothing, curse words, etc.)
• Do not use American Girl brand or product if it is not authentic and if it does not organically fit into your submission.
• Do not feature competitive products - no non-Mattel® toys.

--Tone: To continue the authenticity of Z’s story and stay true to the American Girl brand and tone, the content should keep the same light, playful, and sometimes-silly tone established as part of Z’s “delightfully awkward” persona.

--Exposure: American Girl digital channels.

This project will be worth a total of $1,500 and consists of a Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT – Tell us your Concept in 500 characters or less. The winning Concept creators will receive $500 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

3. BY SUBMITTING A CONCEPT ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

6. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

7. Submissions must be in the English language or subtitled.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.