American Girl, a division of Mattel, Inc., today announced plans to open its newest experiential retail store at Natick Collection, the largest mall in New England. The 20,000-square-foot American Girl store is slated to open in the shopping center’s new streetscape in November 2008.
"Given our unparalleled success in experiential retailing over the past decade, we are eager to bring our next American Girl store to such a premier retail destination like Boston’s Natick Collection," said Wade Opland, American Girl’s vice president of retail. "The premium location, coupled with the mall’s world-class mix of retailers, provides us with even greater opportunities to celebrate girls in an unforgettable environment."
Visitors to Natick Collection’s new American Girl store will find the complete assortment of the company’s popular historical and contemporary dolls, along with a rotating selection of doll outfits, accessories, girl-sized clothing, and a variety of best-selling American Girl books. In addition, American Girl fans can treat their dolls to a new ’do in the Doll Hair Salon and enjoy brunch, lunch, dinner, or an unforgettable dessert in the store’s fun and casual Bistro. Designed as the ultimate place to celebrate girls’ birthdays and other special occasions, the American Girl store will also feature unique party rooms where girls and their friends can enjoy American Girl-themed parties, such as the Doll Spa or Craft Party, complete with organized games and activities, special food and cake, and party favors. A variety of girl-and-mom-friendly events will also be offered throughout the year.
"Natick Collection is thrilled to debut New England’s first American Girl store," said Michael McNaughton, Vice President of Asset Management of General Growth Properties. "The American Girl brand is an experiential destination for families and will be a welcome addition to our mix of upscale retailers and restaurants. Natick Collection offers families an unparalleled shopping, dining and entertainment experience unequaled in New England and in line with the finest retail destinations across the country and around the world."
American Girl has been recognized as an industry leader in experiential retail since opening its first flagship store, American Girl Place, in Chicago in 1998. Two more flagship stores, American Girl Place New York on Fifth Avenue and American Girl Place Los Angeles at The Grove, opened in 2003 and 2006 respectively. Two additional retail stores opened in Atlanta and Dallas in 2007. Together, the popular retail and entertainment sites have welcomed over 23 million visitors to date.