For Toys “R” Us, every holiday season is an exciting one, filled with a plethora of fun items for families to select from, and this year there is an added treat: American Girl dolls.
Toys “R” Us officials hope to supply the ultimate customer experience this holiday season by featuring nearly 100 American Girl shops. Toys “R” Us became the first and only U.S.-based retailer to feature American Girl shop-in-shops in select stores and the exclusive retail partner to carry American Girl’s popular Truly Me line of contemporary 18-inch dolls, doll outfits, and accessories. The move marks the first time the company has extended such a broad assortment of its doll product outside of its existing channels.
American Girl shop-in-shops recently debuted in select Toys “R” Us stores across the country, with additional locations scheduled to open next year. Each shop-in-shop comprises up to 700 square feet and includes an exclusive selection of Truly Me dolls, outfits, and accessories, as well as Wellie Wishers, which are designed for girls between the ages of five and seven.
Toys “R” Us officials are focused on finding new, exciting ways to bring their stores to life, especially during the holiday season. They have touted the American Girl experience as something their customers won’t want to miss.
“We’re constantly looking for new ways to bring our stores to life and we are excited to feature American Girl shops in nearly 100 stores nationwide just in time for the holiday season,” Toys “R” Us spokesperson Meghan Sowa told Loyalty360. “In these dedicated shops, American Girl’s Wellie Wishers and Truly Me doll lines will be out-of-package, mixed-and-matched with accessories, and featured in beautiful displays, allowing shoppers to visualize all play possibilities. It’s our goal to create the ultimate toy experience for our customers with the hope of leaving a lasting and memorable impression.”
Sparking customer engagement is an ongoing mission at Toys “R” Us.
“The holiday season is our Super Bowl,” Sowa explained. “Toys ‘R’ Us stores throughout the country will have various in-store events with toy demonstrations, giveaways, and opportunities for shoppers to enjoy their favorite toys unlike ever before, including The Great Big Awwwesome Holiday Toy Fest on Saturday, November fifth and Pokémon Trade Events throughout November. Santa Claus is also coming to town. With appearances in 100 stores nationwide, gift givers will love the convenience of getting their photo taken with Santa while knocking off their holiday shopping in their favorite toy store. We’re offering competitively priced photo packages and a reservation system so shoppers can skip the long lines at the mall to meet Santa.”
Providing an indelible customer experience is at the heart of the company’s American Girl shop-in-shops and its overarching focus during the crucial holiday season.
“We want nothing more than to give our customers confidence while they shop this holiday season,” Sowa said. “Whether they’re a parent, sister, uncle, or grandparent buying for the kids in their lives, we want to provide them with knowledge straight from our toy experts – all while offering a hassle-free shopping experience.”