American Girl Dolls to Head to Toys ‘R’ Us Shelves

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American Girl dolls will be coming to Toys ‘R’ Us store shelves as part of a multiyear agreement.

American Girl, Toys 'R' Us, Mattel, MAT

The deal with American Girl, which is a subsidiary of Mattel, Inc. (NASDAQ:MAT), will allow Toys ‘R’ Us to sell its dolls at its stores. It will also include shop-in-shops for the dolls at some of the toy retailer’s locations.

The decision to allow Toys ‘R’ Us to sell its American Girl dolls line marks the first time that the company has ever let the dolls be sold outside of its own retail channels. The deal also includes the Truly Me line of 18-inch dolls.

Customers can also stop by select Toys ‘R’ Us locations from Sept. 4, 2016 through Sept. 10, 2016 to get American Girl’s new line of WellieWishers toys. Following this, the shop-in-shops will open in 97 of the retailer’s stores starting in October. More of these shop-in-shops locations will open in 2017.

“For years, girls and their families have been asking for more immediate and convenient ways to shop for and experience American Girl,” Katy Dickson, president of American Girl, said in a statement. “Partnering with a top retailer like Toys”R”Us allows us to meet our customers where and when they want to shop and to take our timeless life lessons to even more girls. We’re excited about increasing access to our brand by inspiring and connecting with more families in more places than ever before!”

The dolls for girls are also currently available for purchase from the MAT subsidiary at its 20 retail locations in the United States. The company also operates an online store at its website that allows customers to order and have dolls shipped to them.

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Article printed from InvestorPlace Media, https://investorplace.com/2016/08/american-girl-toys-r-us-mat/.

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