The purpose of this study was to explore an example of girls' doll play in contemporary US culture, including its virtual, political, marketing, and other contextual meanings. The narrative that provoked the analysis was a brief news report about a controversial school function--a school fund-raiser fashion show featuring American Girl doll costumes. The show was cancelled when advocacy groups asserted connections between American Girl dolls and pro-abortion, pro-lesbian groups. The textual analysis of this case found complicated interconnections between the education and the culture and politics of doll play, Web support for that culture, the role of merchandizing related to doll play, assumptions about the relationship of play to schooling, morality, and Web communications that seem to enable communities with diverse perspectives on girls and their doll play. The evolution of play's meanings for child development appears to be complicated by connections to the Web, politics ascribed to toys and toy manufacturers, and the web of connections between toys and the larger economic context. (Contains 11 notes.)