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.”