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 ...

Who owns Toys R Us now? The once dominant toy store is owned by WHP Global, an investment firm that acquires global consumer brands. In 2021, WHP Global acquired a controlling stake in Tru Kids ...

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Toys R Us and Macy’s said they are teaming up to open hundreds of toy stores inside the largest department-store chain in the US. Starting next year, some 400 Macy’s stores will include a Toys ...

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.