American Girl flagship opening at Westfield Century City
American Girl is expanding its brick-and-mortar footprint.
The brand, a division of Mattel, will open a location at Westfield Century City in Los Angeles on Sept.9. The new American Girl Place flagship features the full assortment of American Girl’s signature dolls and accessories, along with its doll-and-girl fashions and award-winning books.
In addition, the two-level store features several enhancements, including an all-new retail concept and reimagined full-service restaurant with private party options. Tops among the experiences is the brand’s signature “Dolled Up Salon” for dolls and girls. For the first time in LA, fans can join their American Girl dolls in getting matching hairstyles, mini manicures, and ear-piercing. Salon reservations can be made in advance and special packages are available with plenty of options for personalization.
The American Girl Café has seatings for brunch and lunch as well teatime. The Cafe features two party areas, including private room options, to celebrate birthdays and other special occasions. The all-new Berry Bar offers sweet treats to go.
“Experiential retail, a concept American Girl pioneered more than 25 years ago, is one of the most powerful ways to engage our fans and deepen their connection with the brand,” said Jamie Cygielman, general manager of American Girl. “Situated in the heart of LA and known as the premier shopping, dining, and entertainment destination, our newest flagship at Westfield Century City is the ideal place to showcase American Girl’s world-class experiences and create unforgettable memories for our fans.”
To celebrate the new store opening, American Girl is supporting UCLA Mattel Children’s Hospital (UMCH) with a $10,000 corporate donation to help provide state-of-the-art treatment for children in a compassionate and healing environment. In addition, as part of the Mattel Children’s Foundation Play It Forward program, customers can also make donations to UMCH at the new LA store.
“We are so excited to welcome American Girl to Westfield Century City,” said Louis Schillace, senior general manager of Westfield Century City. “As LA’s top shopping, dining, and experience destination, we are thrilled to welcome such a beloved brand to our space us.”
There are nine American Girl stores across the country.