Shhhh, can you hear it? The sound of cheering from girls north of the border in learning that American Girl, a division of Mattel, Inc., will officially open in Canada May 3, 2014. This will be American Girl’s first ever presence outside of the United States and the decision to bring stores to Canada should not be surprising (if my daughter’s friends are any indication).
Currently, two experimental store-in-store American Girl boutiques are slated to open at the Indigo store at Yorkdale Shopping Centre in Toronto and at the Chapter’s store on Robson Street in Vancouver. With technology eating away at book profits, bookstores are looking for ways to adapt and expand outside of the printed page and partnering with the American Girl brand may just be what Indigo needs.
We’ve visited American Girl stores both in Chicago and Washington, D.C. The stores are massive in the United States carrying their infamous line of dolls (Girl of the Year, My American Girl, Bitty Baby), but there’s all the clothing, accessories, furniture, “dress like your doll” apparel, historical character, advice and activity books, a restaurant (complete with high chair for the doll), photo studio and doll salon where the dolls can get their hair styled. And we haven’t even touched on birthday parties and special events programming yet!
We hope that the stores in Canada will bring the full American Girl experience with it, as that is really part of the fun. Trust me when I say girls can spend hours at the American Girl stores. All this does come at a cost, the dolls starting at $110 US are definitely costly but it’s incredible the number of girls we’ve seen carrying their dolls proudly around when we were in Chicago. It’s crazy contagious that even hotels near the American Girl stores want a piece of the pie and offer American Girl overnight packages.
Does your tween daughter still play with dolls? Is she excited to see American Girl arrive in Canada?
About Wendy Morelli
Wendy loves her 2 kids and her iPhone, not necessarily always in that order. She is an app obsessed mom who loves everything tech and is (unfortunately) old enough to remember the brick Motorola cell phone and the Commodore computer. Her love for technology stems back to the 10+ years of working for technology based companies. Wendy's alter ego, "AppHipMom" has been featured in Canadian Family, iVillage, Women in Biz, EverythingMom, BlogHer and Savvy Mom.