American Girl Place Los Angeles Opens to Celebrate Girls

American Girl’s First West Coast Retail Experience Comes to The Grove This April

Middleton, WI–April 26, 2006–For American Girl fans, the brightest star making its West Coast debut is American Girl Place© Los Angeles. Officially opening its doors on Saturday, April 22, 2006, the new 40,000 square-foot experiential retail site is located at The Grove—southern California’s renowned shopping and entertainment destination. From shopping for the popular American Girl dolls, books and, accessories, to dining in the American Girl Cafe© or seeing a live musical in the American Girl Theater©, American Girl Place Los Angeles is a magical destination where lifelong memories are made.

“We’re thrilled to bring the American Girl Place experience to Los Angeles and The Grove,” says Ellen L. Brothers, president of American Girl. “American Girl Place Los Angeles embodies the spirit of the American Girl brand and provides a special place where girls can share unforgettable experiences with their families and friends.”

Boutiques

The main entrance features the American Girl Bookstore where girls can browse the complete selection of the company’s advice, activity, and historical fiction books. Also on the first floor is the Just Like You™ Boutique featuring the bestselling 18-inch contemporary dolls and accessories that reflect the individuality and diverse interests of today’s American girls. And for favorite dolls in need of a new ‘do, girls can stop by the store’s popular Doll Hair Salon.

On the second floor, girls will delight in the Character Boutiques that bring to life the worlds of American Girl’s beloved historical heroines Kaya©, Felicity©, Josefina©, Kirsten©, Addy©, Samantha™, Kit©, and Molly©. Girls can explore the unique display alcoves that showcase each character’s entire product line, or learn what life was like for their favorite characters through Peek into the Past historical vitrines.

The second floor also includes a unique, interactive space highlighting Jess™—the latest Girl of the Year contemporary character, and the Bitty Baby© Nursery, featuring the 15-inch baby dolls, books, and related accessories.

Theater

Beyond shopping for their favorite books and products, girls and their family members can catch a live musical inside the 133-seat American Girl Theater©. Opening with the critically-acclaimed American Girls Revue©, the engaging performance brings to life the characters and stories from American Girl’s historical line. Written by Broadway playwrights Gretchen Cryer and Nancy Ford, the 75-minute production, starring a cast of eight girls and four adults, inspires today’s girls to step into the past as they envision their own futures.

Cafe

Before or after a show, girls and their guests can enjoy brunch, lunch, tea, or dinner amidst the stylish atmosphere of the 160-seat American Girl Cafe©. With their favorite doll seated next to them in a doll-sized Treat Seat©, girls can enjoy a variety of delicious, girl-friendly menu choices, such as the Cafe’s signature warm cinnamon rolls, fanciful tea sandwiches, and wonderful desserts named after the popular historical characters. Unique to the Cafe at American Girl Place Los Angeles are two terraces for outdoor dining, so guests can dine alfresco in the warm California sunshine.

Other Delights

For girls who want a special keepsake of their trip to American Girl Place Los Angeles, a visit to the Photo Studio to get their picture on a souvenir copy of American Girl magazine is a must. And for dolls in need of some extra care, the store also offers Doll Hospital Admissions services.

To order tickets to The American Girls Revue, make reservations for the Cafe, or find general information about American Girl Place Los Angeles, New York, or Chicago, call 1-877- AG PLACE.

ABOUT AMERICAN GIRL

American Girl Brands, LLC., 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.