American Girl Dolls Move Into Toys"R"Us
Mattel Inc., the parent company of American Girl, announced that select Toy“R”Us locations will now sell the iconic dolls. The partnership, which boosts the brand's store base nearly six times, will make Toys“R”Us the only U.S.-based retailer to feature American Girl shop-in-shops in some stores. Ninety-seven Toys“R”Us stores across the country will debut the American Doll shop-in-shops in October, with additional locations slated to open in 2017.
Total Retail’s Take: American Girl’s revenue fell 19 percent year-over-year in the most recent quarter that ended in June. The dolls cost around $100 a piece, and American Girl is facing competition from cheaper, look-alike dolls sold at Target and Wal-Mart. Getting the dolls into Toys“R”Us stores may help boost sales for Mattel and American Girl.