Cookie Queens Documentary Unveils Girl Scout Ambition

Every year, the Girl Scouts of America orchestrate a phenomenon that’s as much a rite of passage as it is a business masterclass: the annual cookie sale. With nearly 250 million boxes sold and a staggering $800 million generated in just six weeks, it’s no wonder that the operation has become a fixture in American culture. But what lies beneath the cheerful booths and colorful boxes? That’s the question at the heart of “Cookie Queens,” a new documentary directed by Alysa Nahmias, which had its world premiere at the 2026 Sundance Film Festival’s Salt Lake City Opening Night Celebration on January 24.

“Cookie Queens” peels back the glossy wrapping of the cookie sale to reveal a complex world where ambition, creativity, and real-world pressures collide. The film follows the journeys of four Girl Scouts, aged five to twelve, each with her own unique aspirations and challenges. There’s Olive, a twelve-year-old from North Carolina, who—along with her family—runs what can only be described as a full-time cookie business. Olive’s operation is so serious that deliveries of 12,000 boxes arrive on 16-wheelers, underscoring just how high the stakes have become. Then there’s five-year-old Ara from San Diego, whose more modest goal is to sell 55 boxes, and Shannon Elizabeth, an eight-year-old from El Paso, Texas, who dreams of attending cookie camp—a prize her family couldn’t otherwise afford. Nine-year-old Nikki from Chino, California, hopes to follow in her sisters’ footsteps and be crowned the area’s “cookie queen.”

According to Variety, the documentary’s director, Alysa Nahmias, was inspired to make the film after her own children challenged her to create a movie they’d want to watch with their friends. The idea took root during a dinner conversation and blossomed after producer Michael Dweck recounted an encounter with a particularly ambitious Girl Scout. Nahmias recognized that the cookie sale was more than a fundraiser—it was a lens through which to explore girlhood, ambition, and the early lessons of capitalism. “If you guys want to make that movie, I’m 100% in. I can relate to that girl. I feel like there’s a whole world of girlhood and capitalism and the ways that girls are engaging with the economy at young ages, learning what their value is, and building their identity,” Nahmias told Variety.

To find her subjects, Nahmias and her team cast a wide net, interviewing hundreds of families across the country. She wanted girls who sold cookies themselves—not those whose parents did the heavy lifting—and who had compelling personal stories and goals. “The girls we cast and the girls in this film, they work hard,” Nahmias said in Salt Lake Magazine. “They go out there and do booths every weekend, and in some cases, weeknights. They are selling anywhere and everywhere, and they come up with some really creative places and ways to sell cookies that I’m excited for people to see in the film.”

The result is a documentary shot primarily from the girls’ perspectives, capturing not just their entrepreneurial hustle but also their moments of doubt, humor, and growth. Over the course of 300 hours of footage, Nahmias’s crew documented every triumph and setback, from the thrill of a big sale to the sting of rejection. The film doesn’t shy away from the pressures these girls face—pressures that sometimes seem to weigh heavier on their parents than on the girls themselves. In one revealing moment, Olive confides that the stress of meeting her ambitious targets can feel overwhelming, hinting at the fine line between encouragement and overzealousness.

“Cookie Queens” is careful not to pass judgment on the Girl Scout organization. Instead, it uses the cookie sale as a microcosm of larger societal forces: commercialism, consumerism, and the formation of identity. As Film Threat observes, the documentary is “less about Thin Mints and more about sisterhood, expectations, and ambition.” It’s a coming-of-age story set against the backdrop of a uniquely American tradition, one that’s as much about learning to navigate the world as it is about earning badges or prizes.

The film’s executive producers include none other than Prince Harry, Duke of Sussex, and Meghan, Duchess of Sussex—both of whom attended the Sundance premiere. Meghan, a former Girl Scout herself, brings a personal touch to the project. “What’s so fantastic about the experience of being a Girl Scout—and my mom was my troop leader as well—is I don’t think you understand just how impactful all of those tools that you’re learning are going to carry through in your life later on outside of the community building,” Meghan told Variety. She praised the documentary for showing how “they’re leveraging technology, how they’re learning micro-finance, financial independence. All of these elements that are baked in—dare I say—to the tradition of the Girl Scouts’ cookie season.”

For many viewers, “Cookie Queens” will be a nostalgic trip down memory lane. But for others, it’s a revelation—a window into the evolving world of girlhood, where social media and digital payment platforms like Venmo are now part of the sales toolkit. Meghan herself noted the differences between her own cookie-selling days and those of today’s scouts: “Back then wasn’t the same. There was no social media to try to sell cookies. So, it was just smiling and being kind and knowing that you had entrepreneurial goals. I think targets and goals and learning metrics like that at a young age are really helpful for young girls who are oftentimes scared to talk about finance, math and economics in that way. The empowerment that happens early on is really key.”

Director Nahmias hopes the film resonates with audiences of all ages and backgrounds. “Whatever that thing is that you’re super passionate about, that really means a lot to you, your identity is tied to it, that’s what this film is speaking to through cookies,” she told Salt Lake Magazine. The documentary’s 91-minute runtime is packed with humor, heart, and the kind of candid moments that can only come from filming real kids in real situations. Nahmias’s approach is observational and immersive, allowing the girls’ personalities and stories to shine through without interference.

“Cookie Queens” is more than just a film about cookies; it’s a meditation on ambition, resilience, and the sometimes messy process of growing up. As the world changes at a dizzying pace—with technology and societal norms in constant flux—these girls are learning lessons that will serve them for a lifetime. The next time you buy a box of Thin Mints or Samoas, you might just see the experience in a whole new light.

With its world premiere at Sundance and the backing of high-profile executive producers, “Cookie Queens” is poised to become a touchstone for anyone interested in the intersection of childhood, entrepreneurship, and the enduring power of tradition.