U.S. — The latest doll from the classic American Girl line is expected to miss projected sales numbers for the holiday season following an unenthusiastic launch. The doll, named Steve, is the company's first openly transgender doll.

Boy dolls are not new for the American Girl company, but they've previously been pitched as companions to the company's main line of dolls. Steve is the first doll to be a girl who is a boy.

"Steve is a breakthrough," American Girl President Tilda Jadis told shareholders. "Girls can finally take home a doll that is just like them: secretly a man."

"Sales are admittedly discouraging," she continued, "but we're not giving up. Even if it means running this business into the ground, we need to show little girls that gender is a social construct, and that they ca

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