American Girl (Middleton, Wis.) announced that it has entered into a multi-year partnership with Toys “R” Us (Wayne, N.J.), where the dollmaker will operate shop-in-shops in select Toys “R” Us stores. The shop-in-shops will debut in 97 stores in late October and will feature select American Girl dolls and accessories. According to a press release, the shops will range in size up to 700 square feet.
Additionally, it will be the exclusive retail partner for the brand's Truly Me line. This marks the first time the doll brand has offered their products outside their own proprietary retail stores, catalog and website.
Leading up to the official debut of the shop-in-shops, Toys “R” Us will begin stocking select American Girl products starting next week. Toys “R” Us plans to expand the shop-in-shops to additional stores in 2017.