American Girl, a division of Mattel (Middleton, Wis.), plans to open a new experimental retail concept, American Girl Boutique and Bistro, at the Galleria Dallas in Texas and North Point Mall in Atlanta by the end of the year.
“Given our success in experiential retailing in Chicago, New York and Los Angeles, we’re excited to bring the new American Girl Boutique and Bistro concept to select markets and even more fans across the country,” said Wade Opland, American Girl’s vp, retail. “With premier locations in Dallas and Atlanta, the stores will provide greater opportunities for new and existing customers to experience the American Girl brand in a fun, casual environment and celebrate special times together.”
The stores will carry a rotating selection of the company’s popular dolls, outfits and accessories as well as a variety of its best-selling American Girl books. In addition, American Girl fans can treat their dolls to a new ‘do in the Doll Hair Salon and enjoy brunch, lunch, dinner in the casual Bistro.
Separate party rooms will allow girls and their friends to enjoy American Girl-themed parties, complete with organized games and activities, special food and cake and party favors. Various girl-and-mom-friendly programs and classes will also be offered at the stores throughout the year.
Construction has already begun on the free-standing 22,500-square-foot site in Dallas and the 12,000-square-foot space in Atlanta.
“We are pleased to welcome American Girl to Galleria Dallas, just in time for Galleria’s 25th anniversary,” said Galleria Dallas general manager Peggy Weaver. “Galleria enjoys introducing its guests to shopping destinations that are unique to Texas and the Southwest, and American Girl continues that tradition.”
American Girl opened its first American Girl Place Chicago in 1998. In November 2003, the company opened another location in New York on Fifth Avenue, followed by Los Angeles at The Grove in April 2006.