American Girl is heading to St. Louis

Chesterfield Mall to Become New Home of Popular American Girl Store

Middleton, WI—October 11, 2011: American Girl®, a division of Mattel, Inc., today announced plans to open its newest experiential retail store at Chesterfield Mall, the premier shopping and entertainment destination in the St. Louis metropolitan area located in Chesterfield, Missouri. The 10,850-square-foot American Girl store is slated to open in spring 2012.

"Our American Girl stores have been praised as leading models for experiential retail for more than 13 years, and we're thrilled to continue this success with our new premium location at Chesterfield Mall" said Wade Opland, American Girl's vice president of retail. "The mall's upscale mix of retail and restaurants is a great fit for our brand and provides us with an amazing opportunity to debut this exciting retail concept to our American Girl fans in the St. Louis area, while introducing a whole new audience of girls and families to our brand."

"The American Girl store is a welcome addition to our great lineup of retailers at Chesterfield Mall," said Howard Grody, Senior Vice President of Leasing for CBL & Associates Properties, Inc. "The demographic profile of the Chesterfield market is a perfect match for the customer of the American Girl brand. American Girl is very selective when choosing retail locations and by deciding on Chesterfield Mall as its St. Louis destination of choice, it sends a clear message to the community. We are pleased that this is the second location for American Girl in our portfolio, and look forward to a successful grand opening at Chesterfield Mall."

Visitors to Chesterfield Mall's new American Girl store will find the complete assortment of the company's popular historical and contemporary dolls, along with doll outfits, accessories, girl-sized clothing, and a variety of best-selling American Girl books. In addition, American Girl fans will be able to enjoy a meal and a delicious dessert or celebrate a birthday in the store's fun and casual 22-seat Bistro, treat their dolls to a new hairdo in the Doll Hair Salon, or design a cute doll-sized T-shirt in the "Creativi-Tees" boutique. A variety of girl-and-mom-friendly events and programs will also be offered throughout the year.

American Girl has been recognized as an industry leader in experiential retail since opening its first flagship store, American Girl PlaceĀ®, in Chicago in 1998. Two more flagship stores, American Girl Place New York on Fifth Avenue and American Girl Place Los Angeles at The Grove, opened in 2003 and 2006 respectively. Additional retail stores opened in Atlanta and Dallas in 2007, in Boston and Mall of America in Minneapolis in 2008, Denver and Kansas City in 2010, and Washington D.C. and Seattle in 2011. Together, the popular retail and entertainment sites have welcomed over 40 million visitors to date.

About American Girl

American Girl Brands, LLC, is a wholly owned subsidiary of Mattel, Inc. (NASDAQ:MAT,, 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

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