The American Girl brand of historical dolls and books celebrated its twenty-fifth anniversary in 2011. The girls who first played with American Girl dolls in the 1980s and 1990s are now grown women; their nostalgia for the brand is passionate and complicated, and reminiscences from nineteen such women are the focus of this study. Their nostalgic responses are thoughtful and reflective, at turns unabashedly admiring and astutely critical. The women fondly recall American Girl whilst simultaneously criticizing the company for its consumerism and its representations of American history and American girlhood. Their memories show how nostalgia can be ambivalent and contradictory, and how adults can use childhood nostalgia to reinforce and construct identity narratives.