American Girl To Be Sold At Toys"R"Us Outlets

(RTTNews) - Mattel Inc. (MAT) Wednesday announced that it would sell American Girl brand in select Toys"R"Us stores.

The partnership will make Toys"R"Us the first and only U.S.-based retailer to feature American Girl shop-in-shops in select stores, and the exclusive retail partner to carry American Girl's popular Truly Me line of contemporary 18-inch dolls, doll outfits and accessories.

This move from Mattel makes it a first for the company to extend such a broad assortment of its doll product outside of its existing channels. American Girl products are currently only available in 20 proprietary U.S. stores and online.

"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!" said Katy Dickson, president of American Girl.

In the second-quarter ended in June, revenues from American Girl brands slipped 19 percent year-over-year to $68.1 million.