American Girl is Heading to Columbus!

Easton Town Center to Become New Home of Popular American Girl Store

Middleton, WI—September 4, 2012: American Girl®, a division of Mattel, Inc., today announced plans to open its newest experiential retail store at Easton Town Center, one of the country's most innovative shopping and entertainment destinations, located in Columbus, Ohio. The 11,500-square-foot American Girl store is slated to open in early summer 2013.

"Our American Girl stores have been praised as leading models for experiential retail for nearly 14 years, and we're thrilled to continue this success with our new premium location at Easton Town Center," 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 Columbus area, while introducing a whole new audience of girls and families to our brand."

"American Girl and the entire American Girl brand experience is unparalleled in the retail industry and to announce them as a tenant is an honor and a validation of the concept and the execution of Easton Town Center," said Beau Arnason, executive vice president of Steiner + Associates. "People often travel several states specifically to visit an American Girl store. We are thrilled to offer that experience right here in central Ohio."

Visitors to Easton Town Center'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 24-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 Place®, 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, Washington D.C. and Seattle in 2011, and Houston and Miami (October) in 2012. Together, the popular retail and entertainment sites have welcomed more than 46 million visitors to date.

About American Girl

American Girl Brands is a wholly owned subsidiary of Mattel, (NASDAQ: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 800-845-0005, or visit www.americangirl.com.

About Easton and Easton Town Center

Easton is a 1,300-acre mixed use development in northeast Columbus, Ohio comprised of three hotels, thirteen soccer fields, two ice rinks, Ohio's largest cinema, one of central Ohio's largest fitness clubs and several of the highest grossing restaurants in Columbus. Easton was honored with an Innovative Design Award by the International Council of Shopping Centers in 2000 and listed as Top Five Most Innovative Malls in the World by trade publication Inside Retail in 2011. The development draws more than 20 million visits annually.

Easton Town Center, located in the heart of Easton, was co-developed by The Georgetown Company, Steiner + Associates and Limited Brands. Opened in June 1999, Easton is a 1.7 million square-foot "New Urban Retail" center that features pedestrian-friendly streetscapes, open-air gathering spaces, fountains and parks for children, in addition to nearly 200 best-of-class retail, entertainment and dining tenants. With every season, Easton's pedestrian-friendly common areas, parks and fountains serve as host for children at play, live music, dance, art fairs, celebrity appearances, carriage rides and many other community activities. Continued expansion allows Easton to remain fresh and at the forefront of the market. www.eastontowncenter.com.