Mattel owned American Girl wanted to utilize DRTV to launch and promote their new line of dolls and accessories. After an exhaustive four-month search during which they interviewed virtually every established production company in the DRTV business, they narrowed their choice down to two companies, one of which was SMW. They opted to not go with SMW and instead chose the other larger agency. Two months into production, American Girl realized that they had made a big mistake. They fired the other company and hired SMW. The infomercial generated over 10 million in direct sales in its first quarter.