NEW YORK – Mattel’s (MAT) American Girl dolls will soon be sold at Toys R Us stores, a major expansion for the toy company’s brand of pricey dolls.
The dolls are sold now at American Girl’s 20 stores and on its website. Making the dolls available in more places could help Mattel Inc. reverse the brand’s declining sales. Last year, American Girl sales fell 8 percent from the year before.
Toys R Us will sell American Girl’s new line of $60 WellieWisher dolls starting in September at all its 870 U.S. stores. A month later, Toys R Us will open American Girl shops within about 100 of its stores. Those shops will sell the WellieWisher line and American Girl’s signature Truly Me dolls, which cost more than $100.
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