American Girl Opens New Store to Celebrate Girls

Mall of America® Becomes Home of Popular American Girl Store in November

Middleton, WI–September 4, 2008–Girls in the Twin Cities will soon have a new reason—and place!—to celebrate. On November 15, 2008, American Girl unveils its new retail experience at Mall of America®, the nation’s largest retail and entertainment complex located in Bloomington, Minnesota. The new 22,000-square foot retail site 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 retail concept to the legions of American Girl fans who visit Mall of America," says Ellen L. Brothers, president of American Girl. "The new store allows us to celebrate with even more girls and provides them with a fun, engaging way to enjoy the American Girl experience."

The American Girl store will feature a complete assortment of the company’s popular historical and contemporary dolls, along with a 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 Beach 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.

Beyond the themed-parties, guests can enjoy a relaxing meal or dessert in the 127-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 Pomodoro 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 new American Girl store 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 place an order, call 1-800-845-0005 or visit www.americangirl.com.

ABOUT MALL OF AMERICA

Mall of America is the nation’s largest retail and entertainment complex. At 4.2 million square feet, MOA® is home to more than 520 world-class shops; Nickelodeon Universe®, the nation’s largest indoor family amusement park; Underwater Adventures® Aquarium, a 1.2 million gallon walk-through aquarium; Moose Mountain Adventure Golf; Theatres at Mall of America™ - a 14-screen movie theater with VIP theatre and more. The Mall opened in August of 1992 and is located in Bloomington, Minn., just minutes from downtown Minneapolis and St. Paul. For more information visit www.mallofamerica.com.