NEW YORK -- Pint-sized fans of the
While some American Girl dolls are sold by other stores, the big-box chain will become the first U.S.-based retailer to feature an actual American Girl shop when they officially open at roughly 100 Toys R Us locations on Saturday.
During a media preview Monday at a Toys R Us in Totowa, New Jersey, reporters found themselves immersed in a fantasy world of campers, ponies, game nights, and garden scenes, all to be enjoyed by a bevy of dolls, including a basketball player, a glittery-capped fashionista, and a girl in a wheelchair.
Toys R Us is the only retailer outside of standalone American Girl stores, to sell the Truly Me dolls, and it will also feature American Girl's new doll line, WellieWishers, aimed at 5 - 7 year olds.
The American Girl exclusive is one piece of Toys R Us' strategy to entice customers away from their laptops and into their mega-sized storefronts by featuring activities, toy demonstrations, and vivid displays.
"We are the only ones who can do this on such a large scale,'' says Toys R Us spokeswoman
A division of toy giant Mattel, American Girl is perhaps best known for its historical BeForever dolls, whose outfits mirror their particular era down to the smallest detail and whose back stories are illustrated in accompanying books. Its Truly Me dolls are also diverse, with various skin hues, eye color, and hair textures.
Besides American Girl, Toys R Us will feature other themed shops, such as one selling merchandise associated with hit films like "Trolls.'' Instead of waiting to try it out at home, shoppers will be able to fire a
And this holiday season, families won't have to trek to a mall to visit
"The biggest change you are going to see over the next year is that we want to bring our toy stores to life,'' he said in the quarterly earnings call, adding that stores will also make sure to also have sufficient inventory this year after running out of certain items at the end of last holiday season. "We’re working really hard and have been working for many months to put ourselves in a stronger position to have product inventory where the customer wants to buy it, when they want to buy it, how they want to buy it.''