Confidential and Proprietary. © 2010 American Girl, LLC.

American Girl BackgroundAmerican Girl is one of the country’s leading direct marketers,

children’s publishers, and experiential retailers. Since the first catalogue debuted in 1986, American Girl has provided girls

ages 3-12 with an array of premium-quality dolls, books, clothes, and accessories.

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American Girl Fast Facts• 132 million: the number of American Girl books that have been sold since

1986• 56 million: visits per year to the American Girl Web site, americangirl.com• 33 million: visits to American Girl retail stores, which have won numerous

awards as premier models for experiential retail.• 18 million: the number of American Girl dolls that have been sold since

1986 through our retail stores, Web site, and catalogue, which ranks among the top 25 consumer catalogues in the country.

• 500,000: the circulation for American Girl® magazine, ranking it among the top ten children’s magazines in the nation and the largest publication dedicated exclusively to girls.

• 5,000: pieces of mail American Girl magazine receives after each issue.

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• Launched on July 13, 2010• World access is part of the

My American Girl doll purchase• The online avatar looks like the

doll

Innerstar University

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Robust community

• Personalization of avatar

• Games • Activities• Earned currency• E-mail to other users• Shopping for outfits• Quests• Collectible content

Body Balance game played at Real Spirit Center

Map of InnerstarU

Innerstar University

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Planning• AG had a “plan”

– Initially go-live with internal infrastructure– Transition to RightScale/EC2 late in year

(volume picks up)– Scaling considerations built into application– Compare load testing results vs. projected

usage to estimate hardware needs– Be trained

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Go-Live• Internal hardware could not handle

load• Guest-only application moved to Cloud

– Implemented in ONE day – Increased capacity 2,500%

• Registered-user application moved to Cloud one month later– Required additional development– Changing of business rules– Increased capacity 1,000%

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VPN Tunnel

using Amazon EC2

EUP Deployment (Registered)10

Innerstar U Prod

EUP AllOneDeploymen (Guest)t

25 m1.largeEUP, DB-M

Profile Manager User

RCS User

App Server(3)RCS, Email: 7777

Load Balancer

Load Balancer

Web (2)

Load Balancer

IMAGE Deployment

8 m1.larg

WEB Array 5 m1.large

EUP ESm1.large

EUP

Load Balancer

REGSTRY Jetty Array

2 m1.small

REGSTRY DB Deployment2 m2.2xlarge

EUP DB-Mm1.large

mysql

EUP DB-Sm1.large

mysql

Load Balancer

VPN Manager Deployment1 m1.small

Americangirl.comLanding page

VPN Router (Phoenix)

VPN Tunnel

Choose WEB 1 m1.small

Akamai CDN

Internal

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Reflection• Much more work ahead

– Getting ready for Season 2010– Create dedicated DEV, TEST, LOAD

environments on RightScale– Implement ability to auto-scale

• “Give a man a fish…Teach a man to fish”– RightScale Services a great partner– AG on path to become mostly self-sufficient