American Girl heads to Toys R Us

American Girl's new WellieWishers product line

Toys R Us has entered into a multiyear partnership with American Girl, complete with a dedicated shop within stores and rights to an exclusive line.

The collaboration makes Toys R Us the only U.S. retailer to host American Girl shop-in-shops (in select stores) and the exclusive retail partner to carry American Girl's Truly Me line of contemporary 18-inch dolls, doll outfits and accessories.

This is the first time the Mattel-owned American Girl has extended a broad assortment of product outside of its existing channels, which includes 20 American Girl stores and an online shop.

Toys R Us will debut the new WellieWishers line beginning September 4. The American Girl shops will debut in 97 locations in late October, in advance of the holiday season.

Each shop will range in size up to 700 sq. ft. and feature a selection of merchandise only available at Toys R Us stores.

Additional locations will be added in 2017.

"We are focused on finding new, exciting ways to bring our stores to life, and are thrilled to be launching this exclusive American Girl shop-in-shop in nearly 100 Toys"R"Us locations across the country just in time for the holiday season," said Richard Barry, global chief merchandising officer at Toys R Us. "The American Girl experience is something that our customers won't want to miss and reinforces our position as the leading retailer for all consumers' toy needs."

Toys R Us has focused much of its recent attention on trimming its store base and beefing up technology efforts, including the addition of augmented reality to the holiday catalog.

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