Brand Debuts New Doll Hospitals, Immersive Character World and Newly-Renovated Salon 

 MIDDLETON, Wis.–(BUSINESS WIRE)–Oct. 10, 2019– 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.

“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.