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American Girl builds an entertainment empire


Middleton, Wis. The North Point Mall in Atlanta, Ga., has opened its doors to the first national American Girl Boutique and Bistro.

Inside a 12,000-square foot space, girls can enjoy all aspect of the American Girl experience. In addition to shopping for product, the young guests can treat their doll to a new hairstyle in the Doll Hair Salon or participate in classes and seminars. All the commotion around can be quite exhausting, but American Girl Brands, LLC, a wholly owned subsidiary of Mattel Inc., has anticipated that, so they have created a 77-seat casual Bistro that caters brunch, lunch and dinner to the girls and their chaperones. The menu includes Star-Shaped “Stellar” Pizzas, Creamy Four-Cheese Macaroni for the girls, Grilled Pacific King Salmon and Chicken Paillard for chaperones and “Bitty Bites” menu for the littlest American Girl fans.

The best part? Play doesn’t have to end during meal time as the Bistro ensures the dolls are invited to dine next to their owners. Each doll has her own  ‘treat seat’ and doll-sized menu. “American Girl Boutique and Bistro is our opportunity to celebrate with even more girls and provide them with a fun, new way to enjoy the American Girl experience,” said Ellen Brothers, president of American Girl.

By combining the dining option with a toy retailer, American Girl has created destination shopping. Luring its customers to spend hours and hours at the store. The company, known for child/toy interaction as part of the shopping experience, is building its presence by enticing adults to interact, even if it involves just ordering desert. Before long, the American Girl Boutique and Bistro may become a destination vacation spot that brings parents and children together.

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