US Toy giant Mattel has launched a drive into retailtainment with its American Girl doll brand.
The new in-store experiences at its New York City and Chicago flagship stores include a doll hospital in both locations, a fully immersive space that brings to life Julie, a classic character from the 1970s, in New York, and a newly-renovated salon in Chicago for both guests and their dolls.
“For more than 20 years, since we opened our first American Girl flagship store, we’ve been creating engaging, interactive retail experiences for kids and their families,” said Jamie Cygielman, general manager of American Girl. “These experiences are a key part of what connects American Girl doll owners with the brand and the new doll hospitals, salon and Julie’s Groovy World take that to the next level.”
The in-store hospitals offer a variety of free services, including a doll wellness exam with a specially-trained Doll Doctor. It also features free interactive play stations, where guests can perform doll eye exams, take doll-sized X-rays, and give a dental check-up. The on-site doctors can schedule appointments for more extensive doll repairs.
The 1970s Julie Albright concept in New York allows guests to explore and relax in a 70s-inspired living area, shoot hoops at the Pop-A-Shot basketball game and take a selfie in the full-size 70s-era VW Beetle among other attractions.
The salon experiences invites doll owners to get matching hairstyles, mini manicures and ear-piercing
