The companies also expect to debut an American Girl shop-in-shop at almost 100 Toys’R’Us locations across the country and feature an exclusive selection of American Girl Truly Me 18-inch dolls, doll outfits and accessories.
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Mattel owns the American Girl brand and sells the 18-inch figures for about $115 each online, and the company said they’ll have a “comparable” price point at Toys R Us.
The partnership, which boosts the brands store base almost sixfold, will make Toys “R” Us the only USA -based retailer to feature American Girl shop-in-shops in some stores.
In a deal that comes right before the all-important holiday selling season, Toys “R” Us has entered into an exclusive partnership with one of the toy industry’s premier doll brands. More are set to open next year.
It’s about to be a whole lot easier getting your hands on an American Girl doll to give as a gift this Christmas. Shoppers will still have to visit the brand’s standalone stores to pick up dolls such as Samantha, Addy or Josefina, whose stories correspond to various time periods and cultures. Each shop-in-shop, up to 700 square feet in size, will include an exclusive selection of Truly Me dolls, outfits and accessories, as well as Wellie Wishers.
American Girl President Katy Dickson said the move would increase consumer access to the brand.
It should be noted that sales of Mattel’s American Girl brand fell 8% previous year.
Following in late October, Toys ” R ” Us will debut an American Girl shop-in-shop in 97 select locations across the country.
Mattel said it will be the first time the Truly Me dolls have been sold at a USA retailer outside of its own stores.
Mattel, based in El Segundo, California, said it plans to work with Toys R Us to open more American Girl shops in 2017. It’s something that’s been plaguing traditional brick-and-mortar retailers as e-commerce gains popularity.
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WellieWishers – the brand’s newest line, whose dolls are smaller and less expensive – is to be available in September at all Toys R Us stores, not just those that contain the mini-shops. “You’re going to have far more traffic and visibility in your line than you normally would have”.
