Mattel’s iconic American Girl brand will be sold in Toys ‘R’ Us beginning in late October, making it the only U.S.-based retailer to feature American Girl shop-in-shops.

Toys R Us is the only retailer outside of standalone American Girl stores to sell the Truly Me dolls, and it will also feature American Girl's new doll line, WellieWishers, aimed at those ages 5 to 7.

American Girl dolls used to only be available online, in catalogs, or a handful of specialty shops. But starting in October, they're coming to Toys R Us stores.

American Girl said Wednesday that some of its products will line shelves at Toys R Us stores nationwide. The toy chain will also open at least 97 American Girl mini-shops within its own locations.

Among brands attracting former Toys R Us customers, doll company American Girl (1.8%) and educational toy company Lakeshore (1.51%) took the highest shares of new foot traffic from Toys R Us in ...

Iconic retailer Toys “R” Us is expanding its comeback. According to a release from the company, Toys “R” Us is joining with Go! Retail Group to roll out flagship stores across the U.S ...

Last year, American Girl sales fell 8 percent from the year before. Toys R Us will sell American Girl’s new line of $60 WellieWisher dolls starting in September at all its 870 U.S. stores.