Toys“R”Us becomes the only U.S.-based retailer to sell Mattel's American Girl. Bobbi Rebell reports.
Getting an American Girl doll will be a little bit more accessible for parents. Toys"R"Us will start rolling out shop-in-shop locations for the Mattel dolls starting this Sunday. There will eventually be 97 locations within Toys "R" Us retailers. Up until now, they were exclusive to the company's own stores and website. But sales have been falling. This new plan could help raise the doll line's profile- especially of their more affordable new Wellie Wishers which will be featured in the shops, says industry expert Jim Silver. (SOUNDBITE) JIM SILVER, CHIEF EXECUTIVE OFFICER & EDITOR-IN-CHIEF, TTPM, (ENGLISH) SAYING: "I think, this could help expand the number of people who can play with the American Girl. Because these dolls, the Wellie Wishers, that will be in Toys"R"Us, have a lower price point, so they're more affordable. We've seen a lot of manufacturers have variety of price points, so it's affordable for all kids, and all discretionary incomes." Silver says, American Girl is also trying to catch up to Mattel's other key brands that have had improving sales, like Barbie, Hot Wheels, and Fisher Price.