US: American Girl partners with Toys R Us for new shop-in-shops

American Girl is set to launch a series of shop-in-shops thanks to its new partnership with Toys R Us.

In select Toys R Us stores, fans will be able to purchase American Girl’s Truly Meline of 18-inch dolls, doll outfits and accessories.

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

In addition, from September 4th until September 10th, the brand’s WellieWishers products will be hitting shelves in the retailer nationwide.

Later in October, Toys R Us will unveil the American Girl shop-in-shops in 97 select locations.

Richard Barry, global chief merchandising officer at Toys R Us, added: “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.

“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."

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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