Dive Summary:

• The Mattel-owned American Girl Co. is preparing its first brick and mortar expansion outside the U.S. with plans for two new retail locations.
• The retailer has reached an agreement with the largest Canadian specialty retailer Indigo Books & Music to open two new store-within-a-store boutiques.
• In-store boutiques will carry the branded line of American Girl dolls in additional to the Dress Like Your Doll clothing line a best-selling collection from the American Girl book line.

Dive Insight:

The two experimental new boutiques being launched in Canada are located in Toronto and Vancouver. This new initiative could be part of a larger expansion effort in the near future for the American Girl brand. “Now, for the first time, we are thrilled to take the American Girl experience beyond the United States and inspire a whole new group of girls to achieve their personal best. We’re equally excited about partnering with such a well-established and creative company like Indigo.”