LOS ANGELES WILL BE HOME TO NEXT AMERICAN GIRL PLACE®

American Girl’s Third Retail & Entertainment Site Slated to Open at The Grove in Spring 2006

Middleton, WI – May 26, 2005 – American Girl, Inc., a division of Mattel, Inc., announced today that it has signed a lease to create a third American Girl Place® retail and entertainment site in Los Angeles. Like the company’s phenomenally successful retail destinations in Chicago and New York, the 40,000-square-foot site located in The Grove shopping district, will feature engaging experiences in the store’s Cafe and Theater, as well as all the beautifully made American Girl® dolls, books, and other playthings. The company plans to open American Girl Place Los Angeles in spring 2006.

“We’re thrilled about extending the American Girl Place experience to Los Angeles and feel our premier location at The Grove—a renowned L.A. destination—beautifully complements the spirit of the American Girl brand,” says Ellen L. Brothers, president of American Girl. “Based on the incredible success of our Chicago and New York stores, The Grove will provide another magical place where girls can make lasting memories and share unforgettable experiences with their families and friends.”

Since its opening three years ago, The Grove has gained iconic status as the favorite destination for shopping and entertainment in Southern California, drawing more than 18 million visitors in 2004 and known by millions more through television, movies and commercials.

“We are delighted to welcome American Girl to the West Coast and The Grove. It is one of the most dynamic and exciting retail concepts in the country,” says Rick Caruso, CEO of Caruso Affiliated, developer and owner of The Grove. “We are ideal partners. The Grove was designed to attract young families and they are among our most frequent repeat customers. American Girl will bring many new visitors to our door from around the world.”

Featuring its own distinct design, American Girl Place Los Angeles will showcase American Girl’s full assortment of products, including the company’s flagship line of historical dolls and books featuring the beloved characters Kaya®, Felicity®, Josefina®, Kirsten®, Addy®, Samantha™, Nellie™, Kit®, and Molly®. In addition, the store will carry American Girl’s contemporary line of ‘Just Like You’ dolls, accessories, and girl-sized clothing, as well as Bitty Baby® dolls and books for the younger set. Girls can also browse the Bookstore, featuring the best-selling American Girl books, and treat their doll to a new ‘do in the signature Doll Hair Salon.

Beyond shopping the store’s Boutiques, girls and their family members can experience an elegant tea in the store’s contemporary Cafe and watch an unforgettable live performance in the American Girl Theater. The theater will open with The American Girls Revue®, an original musical—starring girls, for girls—that brings the beloved characters and stories of The American Girls Collection® to life. Written by Broadway playwrights Gretchen Cryer and Nancy Ford, The American Girls Revue has sold more than 300,000 tickets in Chicago and New York, and has received high praise from girls, parents, and reviewers.

American Girl Place Chicago, the company’s first retail and entertainment site, opened in November 1998 along Chicago’s Magnificent Mile, and American Girl Place New York, located on Fifth Avenue in Manhattan, opened in November 2003. To date, the Chicago and New York locations have welcomed more than 10 million visitors and have been the recipients of numerous awards.

ABOUT AMERICAN GIRL
American Girl, Inc. is a wholly owned subsidiary of Mattel, Inc. (NYSE: MAT, www.mattel.com), the world’s leading toy company. Since American Girl’s inception in 1986, the company has devoted its entire business to celebrating the potential of girls ages 3 to 12. American Girl encourages girls to dream, to grow, to aspire, to create, and to imagine through a wide range of engaging and insightful books, age-appropriate and educational products, and unforgettable experiences. In meeting its mission with a vigilant eye toward quality and service, American Girl has earned the loyal following of millions of girls and the praise and trust of parents and educators.

To learn more about American Girl or to request a free catalogue, call 1-800-845-0005 or visit www.americangirl.com.

ABOUT THE GROVE
The Grove has become one of the most popular shopping and entertainment destinations in Los Angeles.  Attracting over 18 million visitors a year, The Grove boasts sales that are 40 percent higher than industry averages and a trade area comprising 78 zip codes.   The Grove ranks as one of the highest grossing centers in the country and tenant sales growth at all Caruso centers is nearly three times that of retailers in traditional indoor malls.  Anchored by a cinema that is the highest grossing in North America, The Grove is home to over 45 retailers, a dozen restaurants, a day spa and generous public areas.  Rick Caruso is widely regarded as a leading visionary for creating a new genre of urban outdoor centers that serve as community gathering places. 

To learn more about The Grove, call 1-323-900-8080 or visit www.thegrovela.com or www.carusoaffiliated.com.