Skip to main content

American Girl to reinvent its store experience


American Girl, an early pioneer of experiential retailing, is set to shake things up again, this time with a digital twist.

The company, a division of Mattel, will move its Manhattan flagship from Fifth Avenue to Rockefeller Center, where it will open a totally revamped store concept, reported Racked New York. Created by FRCH Design Worldwide and digital agency MJD Interactive, the store will emphasize customization and personalization.

“This store will be the reinvention,” said Wade Opland, American Girl's senior VP of global retail, in the report. "It really is our store of the future, and from this one, we will evolve our other stores over time."

For store renderings and to read more, click here
This ad will auto-close in 10 seconds