American Girl Boutique and Bistro–Celebrating Girls Every Day

American Girl’s New Retail Concept Comes to North Point Mall in August

Middleton, WI–June 18, 2007–Girls in Atlanta will soon have a new reason—and place!—to celebrate. On August 18, 2007, American Girl unveils its new retail concept—American Girl Boutique and Bistro™—at Atlanta’s premier North Point Mall. The new 12,000-square foot retail site is the first of its kind in the United States and features a fun, casual environment where girls and their family members and friends can shop for their favorite American Girl products, enjoy brunch, lunch, dinner, or an unforgettable dessert in the Bistro, treat their doll to a new ‘do in the Doll Hair Salon, and celebrate birthdays or other special events in the private party rooms.

“We’re thrilled to bring this exciting new retail concept to the legions of American Girl fans in the Atlanta and surrounding areas,” says Ellen L. Brothers, president of American Girl. “American Girl Boutique and Bistro is our opportunity to celebrate with even more girls and provide them with a fun, new way to enjoy the American Girl experience.”

The American Girl Boutique and Bistro will feature a complete assortment of the company’s popular historical and contemporary dolls, along with a rotating selection of doll outfits, accessories, Dress Like Your Doll© clothing, and a variety of the company’s best-selling books. Fans can also have their favorite doll’s hair done at the Doll Hair Salon and participate in year-round, girl-friendly and age-appropriate classes and seminars based on the company’s award-winning books.

For girls celebrating a birthday, a graduation, or other special occasion, the new retail store features private party rooms that host four different American Girl-themed celebrations: Doll Spa Party, Doll Craft Party, or Doll Fashion Designer Party for girls 8 and up, and a Tiny Treats Party for girls 5 to 7. Each 2-hour party comes complete with organized games and crafts, special food and cake, and party favors, as well as on-site party hosts to assist with the special day, a group photo for each attendee, a commemorative party plate for the guest of honor, invitations and thank you cards, and all gratuities.

Beyond the themed-parties, guests can enjoy a relaxing meal or dessert in the 77-seat casual and contemporary Bistro. Whether it’s familiar favorites like Star-Shaped “Stellar” Pizzas and Creamy Four-Cheese Macaroni, or more adventurous dishes such as Chicken Paillard or Grilled Pacific King Salmon, the Bistro menu features nourishing choices with playful twists that are sure to be a hit with girls and their moms. A “Bitty Bites” menu is also available to please even the littlest American Girl fans. To enhance the dining experience, favorite dolls are seated next to their owners in American Girl’s trademark “treat seats” and provided their own doll-sized menus!

For more information on the American Girl Boutique and Bistro or to make dining or party reservations, please call 1-888-777-0010.

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.