Mattel's American Girl Signs Exclusive Multi-Year Partnership With Toys"R"Us

(RTTNews) - Mattel, Inc. (MAT) announced Wednesday that its unit American Girl, a premium brand for girls, entered into a multi-year partnership with toy and baby products retailer Toys"R"Us, Inc.

With the collaboration, Toys"R"Us will be 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 Meline of contemporary 18-inch dolls, doll outfits and accessories.

Mattel noted that the inclusion of American Girl product at Toys"R"Us stores is in addition to American Girl's 20 proprietary U.S. stores and its online shop, americangirl.com. This expansion also comes on the heels of the launch of American Girl's newest doll and content line, WellieWishers, designed for girls ages 5 to 7 years.

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

The company further said that from Sunday, September 4 through Saturday, September 10, American Girl's new WellieWishers product line will begin hitting shelves at Toys"R"Us stores nationwide.

Following in late October, Toys"R"Us will debut an American Girl shop-in-shop in 97 select locations across the country. Ranging in size up to 700 square feet, each shop-in-shop will feature an exclusive selection of American Girl's signature Truly Me 18-inch dolls, doll outfits and accessories, plus WellieWishers. Additional Toys"R"Us stores will open shop-in-shops in 2017.