TRU to Feature American Girl ExclusivesTRU to Feature American Girl Exclusives

Mattel's lifestyle brand finds a new home with the U.S.-based toy retailer.

American Girl, a subsidiary of Mattel, and Toys ‘R’ Us have entered a multi-year partnership that will see the toy merchant as the exclusive retail partner for the girls’ toy brand.

Under terms of the agreement, TRU will be the first and only retailer to feature American Girl shop-in-shop in select stores. The retailer will also carry an exclusive collection of American Girl’s Truly Me line of 18-inch dolls, doll outfits and accessories.

The partnership marks the first time the girls’ brand has extended a broad assortment of its doll products outside of its existing channels. It also comes on the heels of the launch of its newest doll and content line, WellieWishers, designed for girls, ages 5-7.

“For years, girls and their families have been asking for more immediate and convenient ways to shop for and experience American Girl,” says Katy Dickson, president, American Girl. “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.”

American Girl’s WellieWishers product line will begin rolling out at TRU locations nationwide, Sept. 4-10. In late October, TRU will debut branded shop-in-shops in 97 select locations throughout the U.S.

Additional TRU locations will open American Girl-branded shop-in-shops in 2017.

“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,” says Richard Barry, global chief merchandising officer, Toys ‘R’ Us. “The American Girl experience is something that our customers won’t want to miss and reinforces our position as the leading retailer for all consumers’ toy needs.”