The enviable Mattel-owned (ticker: MAT) American Girl dolls are about to become more accessible than ever before.
Well, some of them.
The brand is partnering with Toys R Us for its first mass retail foray, which will include American Girl shop-in-shops at certain locations, plus its “Truly Me” line. CNN Money points out these are not the ” BeForever” dolls that included history-tinged backstories, though the “Truly Me” line does look like these dolls.
Consumers could previously only purchase American Girl dolls on the internet, via catalogs or in specialty stores.
You can buy American Girl’s new “WellieWishers” line across Toys R Us stores in the U.S. starting Sept. 4-10. The “Truly Me” line will become available in 97 shop-in-shops at Toys R Us stores in late October, with other stores to follow next year.
An American Girl spokesperson highlighted a buzzy retail industry phrase when speaking to CNN Money: “the in-store experience.” It’s something that’s been plaguing traditional brick-and-mortar retailers as e-commerce gains popularity. In order for consumers to visit physical stores, the thought is to offer them this full experience they can’t get anywhere else.
Richard Barry, global chief merchandising officer at Toys R Us, echoed this sentiment in a statement.
“We are focused on finding new, exciting ways to bring our stores to life, and are thrilled to be launching this exclusive American Girl shop-in-shop in nearly 100 Toys”R”Us locations across the country just in time for the holiday season,” he said.
The move makes sense for the brand, considering American Girl toy sales dipped 19 percent in its last quarter, CNN Money reports citing a public filing. That said, Mattel — which is home to a plethora of toys — has seen its stock up about 22 percent on the year.
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You Can Buy American Girl Dolls at Toys R Us Very Soon originally appeared on usnews.com
