In a previous post LADL mentioned AG's move to Kohl's.
Kohl’s Corp. will begin carrying some of Mattel Inc. ’s American Girl products in stores this holiday season, further extending the iconic doll brand’s reach.
The partnership puts 2016 Girl of the Year Lea products in more than 1,100 Kohl’s stores across the country starting Oct. 3. The merchandise—ranging in price from $24 for accessories to $120 for the doll and book—will remain there only though the end of the year, or until it sells out.
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Man, you'd think that by this Lea was selling badly, but I thought she was doing pretty well. However it is going to be exciting to be able to purchase an American girl doll (or something else AG) in a regular retail store (as long as the Historical Characters stay untouched).
ReplyDeleteIt floors me the Mattel believes that distribution is the only thing hurting American girl sales.
ReplyDeleteHear, Hear!
DeleteAbsolutely loved this comment!
I had hoped that the company's economic state would not have lead to this extreme move. It may have been a better decision to just donate the dolls to hospitals or Madison's annual sale. American Girl has made some major changes: selling in Toys r Us, Kohl's, closing the outlet store, ending the Fashion Shows, licensing its books, etc. Hope that this will bring increased revenue and the new customers they seek. Madelon
ReplyDeleteIt might, but it looks like they are selling off the brand piecemeal. If they would just go back to the original formula they would have had better success. Historical Christmas movies, outfits and accessories that tie in with the stories. Well produced wholesome films were great marketing. I know for me, between the books and movies the dolls were more real and important. The story sold the doll and the doll sold the story.
DeleteI'm scared about all these new things that they are doing.
DeleteI wish they would stop all this distribution, save money by closing some stores and smarter manufacturing choices, raise prices if they have to, up the quality, ride out the initial drop as their core customers adapt to the changes and then take it from there.
I agree. Truly Me is not performing well so they sell it at Toys r Us. The new "modern" characters (looking a lot like Truly Me dolls) take their place at AG stores and on line. They are coming out in 2017, as planned, right? Madelon
ReplyDeleteI don't care if they widely distribute GOTY 2017 but I hope Tenney/new MG character is an AG exclusive.
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