American Girl Brings New In-Store Experiences to Its Flagship Stores in New York and Chicago in Time for the Holidays
10 October 2019 - 11:00PM
Business Wire
Brand Debuts New Doll Hospitals, Immersive
Character World and Newly-Renovated Salon
American Girl, the inspiring world of dolls, content, and
experiences, and a wholly-owned subsidiary of Mattel (NASDAQ: MAT),
today announced new in-store experiences at its New York City and
Chicago flagship stores. Launching ahead of the holiday season, new
retailtainment includes a doll hospital in both locations, a
fully-immersive space that brings to life Julie, a classic
character from the 1970s, in New York, and a newly-renovated salon
in Chicago for both girls and their dolls.
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The all-new American Girl Doll Hospital
available exclusively at the company's New York and Chicago retail
locations. (Photo: Business Wire)
“For more than twenty years, since we opened our first American
Girl flagship store, we’ve been creating engaging, interactive
retail experiences for kids and their families,” said Jamie
Cygielman, General Manager of American Girl. “These experiences are
a key part of what connects American Girl doll owners with the
brand, and the new doll hospitals, salon and Julie’s Groovy World
take that to the next level.”
The new retail experiences include:
- Starting this month, girls can bring their dolls in need of a
check up to all-new American Girl Doll Hospitals in New York
City at 75 Rockefeller Plaza and Chicago at 835 Michigan
Avenue. The hospitals offer a variety of free services,
including a doll wellness exam with a specially-trained Doll Doctor
who checks the pulse, temperature, and reflexes of each 18-inch
patient. It also features free interactive play stations, where
girls can perform doll eye exams, take doll-sized x-rays, and give
a dental checkup. A complementary Certificate of Good Health is
given to doll owners after each visit, along with wellness tips to
help girls care for their dolls at home. For dolls that have been
so loved they need to see a specialist, on-site doctors can
schedule appointments for more extensive doll repairs.
- Fans will be transported to the 1970s with Julie’s Groovy
World (New York) that shows girls what growing up was like for
American Girl fan-favorite, Julie Albright™. The space is brought
to life through memorable scenes from Julie’s stories. Girls can
explore and relax in a 70s-inspired living area – complete with
rotary phone, beaded curtains and classic Egg Chair; shoot hoops at
the Pop-A-Shot basketball game; take a selfie in the full-size
70s-era VW Beetle and more.
- For the first time, the newly-renovated American Girl Salon
in Chicago is inviting girls to join their favorite dolls in
getting matching hairstyles, mini manicures, and ear-piercing. The
salon, which also has a sophisticated new look, includes four girl
hair stations, twelve doll hair stations, four girl manicure
stations, and one nail drying station. The salon is equipped with a
full ear-piercing suite – for girls and dolls. Guests can make
salon reservations in advance or day-of, and special packages are
available with plenty of options for personalization. The Salon
services for girls are also currently available in the New York
store.
In addition to the new in-store experiences, American Girl
retail guests across the country can enjoy dining with their dolls
at the AG Cafe, design custom dolls and outfits at the Create Your
Own Studio and visit the Doll Salon. To make a reservation or learn
more about American Girl’s premier retail locations nationwide,
visit americangirl.com.
ABOUT AMERICAN GIRL
American Girl is a premium brand for girls and a wholly-owned
subsidiary of Mattel, Inc. (NASDAQ:MAT, www.mattel.com), a leading
global children's entertainment company that specializes in the
design and production of quality toys and consumer products.
Headquartered in Middleton, WI, American Girl offers an inspiring
world of dolls, content, and experiences that nourish a girl’s
spirit and help develop her strength of character. Best-selling
lines include Truly Me™, Girl of the Year™, Bitty Baby™,
WellieWishers™, and American Girl’s classic historical characters.
The company sells products through its award-winning catalogue, on
americangirl.com, in its proprietary U.S. experiential retail
stores, as well as at specialty retailers nationwide. By inspiring
girls to be their best, American Girl has earned the loyalty of
millions and the praise and trust of parents and educators.
MAT-AG
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