American Girl Debuts Interactive Micro-Experiences At NYC Flagship

Specialty toy brand American Girl has unveiled two new in-store micro-experiences in its New York City flagship store in Rockefeller Plaza with the help of retail design firm FRCH NELSON.

The experiences, which will be open throughout the holiday season, feature:

  • Julie’s Groovy World,” a pop-up that immerses guests in the life of one of American Girl’s most popular dolls, encourages interactive play between girl and doll and brings Julie’s message of girl empowerment to life. A spot designated as Julie’s bedroom is decorated in 1970s décor, with a beaded curtains and a signature egg chair. To mark Julie’s ambitions to be a basketball player and civic leader, guests can engage with a “pop-a-shot” basketball game and a voting booth. Photo ops include a 3D view of Julie’s home town of San Francisco and a vintage Volkswagen Beetle.
  • An in-store Doll Hospital experience centered around education and overall wellness that encourages customers to make an emotional connection with the American Girl brand. Girls can go through a hands-on checkup process with store associates along the way, which includes filling out health charts and administering exams. 

“These micro experiences set American Girl apart by creating more meaningful connections between a girl and her doll,” said Robyn Novak, Vice President and Managing Creative Director at FRCH NELSON in a statement. “Julie’s Groovy World and the Doll Hospital are completely authentic to the brand and provide girls with an immersive experience that will stay with them long after the store visit.”


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