American Girl debuts experiential NYC flagship

Mattel-owned American girl on Saturday unveiled a new 40,000-square-foot New York City flagship at 75 Rockefeller Plaza, according to a press release. The space features interactive experiences like party options in the café, a content hub showing the company's videos and a Girl-and-Doll Salon, where girls can book appointments with their dolls for hairstyling, ear piercing and manicures. The new store also features a design studio, where customers can customize their dolls and outfits, and select girl-sized products for themselves.


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