American Girl Builds New Toy Line
Mattel’s doll brand will get building sets in the U.S., Canada.
American Girl, a subsidiary of Mattel, has expanded into the construction category with its first line of construction toys for girls.
The new range, which was developed in collaboration with Mattel’s Mega Bloks team, features detailed building sets and mini figures based on the company’s Girl of the Year characters, including past characters such as Grace, Isabelle and more.
Each themed set will also include its own Girl of the Year mini figure character, a multi-page storybook and step-by-step building instructions. Additionally, eight individually packaged American Girl mini friend figures, as well as two style collections with figures and mix-and-match accessories, will also be made available.
“We know girls are makers, creators and doers, and they are looking for activities that fuel their creative and imaginative spirit,” says Katy Dickson, president, American Girl. “Collaborating with another Mattel brand to create a premium and thoughtfully conceived construction line for girls allows for terrify synergy across the company and helps us encourage girls’ creativity and self-confidence in a whole new way.”
The Mega Bloks American Girl products are available exclusively at Toys ‘R’ Us in the U.S. and Canada, and will expand into other mass retailers in July.