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Mattel’s American Girl launches retailtainment experiences

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Mattel’s American Girl has launched new in-store retailtainment experiences at its New York City and Chicago flagship shops. These include a doll hospital and a salon for guests and dolls.

American Girl is a doll brand and a wholly-owned subsidiary of Mattel, a leading global children’s entertainment company specialising in toys and products.

The Chicago and NYC locations will both have a doll hospital. In NYC, there will be an immersive space called Julie’s Groovy World, which is based on Julie Albright, a classic character from the ’70s.

At the Chicago store, there will be a renovated salon for both visitors and their dolls.

Immersive attraction based on 1970s doll

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“For more than twenty 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.”

Starting in October, guests can take their dolls for a check-up at the American Girl Doll Hospitals, where they will receive a Certificate of Good Health.

The free services include a doll wellness exam with a Doll Doctor, and interactive play stations where guests can perform doll eye exams and dental check-ups and take doll-sized x-rays.

Guests can take dolls for check-ups at doll hospital

american girl

Visitors with worn-out dolls can make appointments for more extensive repairs.

At Julie’s Groovy World in New York, there will be memorable scene’s from Julie’s stories, a 1970s-themed living area, and a 70s-era VW Beetle.

As for the American Girl Salon in Chicago, guests and their dolls can get matching hairstyles, mini manicures and ear-piercing.

Salon services are also currently available in the New York store.

Earlier this year, Mattel announced plans for interactive family entertainment centres (FEC) featuring Barbie, Hot Wheels and Mega Construx.

Images: Mattel

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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