While still popular, Mattel-owned American Girl Dolls were in their prime about a decade or two ago and elementary-aged girls across America clamored for clothing and accessories for the dolls – as well as matching items for themselves. Today’s girls have the same interests in dolls, only the clothing and dolls they’re buying never leave the internet. Forbes reports that while teen-geared stores have experienced lagging sales for the past couple seasons, sales at StarDoll, the online doll community, is booming. On Stardoll.com, users can dress up their favorite celebrities, or their own avatars, in the latest fashions and compare with their friends.

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