American Girl launched Innerstar University, an online virtual world featuring the My American Girl contemporary doll line, on July 13, 2010. Access to the online world is via a Campus Guide, bundled with purchase of a My American Girl doll, which contains an access code for the creation of a doll avatar that then navigates the various games, shops, and challenges of the virtual campus of Innerstar U. In 2015, when My American Girl dolls were changed to Truly Me dolls, this website was closed down. The launch was simultaneous with Shine on Now, a fund-raising effort , , , and charities. The company has also donated "almost $500,000" over several years to national non-profit homeless housing group HomeAid. These contributions are mainly through its Project Playhouse program.
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