American Girl Unveils New Must-Have Products Ahead of the Holiday Season

American Girl, a premium brand for girls and wholly-owned subsidiary of Mattel (NASDAQ: MAT), unveiled today its top holiday products for the 2019 season including new personalized gifts, premium accessories for the brand’s flagship historical line and doll kits that are designed to build self-esteem in girls. All items are available now in American Girl retail store locations and on AmericanGirl.com.

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American Girl’s brand-new Gift Box Experience takes customization to the next level. (Photo: Business Wire)

“American Girl is a storied brand that creates premium experiences for girls and there is no more important time to deliver on that promise than the holiday season,” said Jamie Cygielman, President of American Girl. “We have something for everyone – from personalized gifts to heirloom-quality accessories – designed to be loved by girls today and passed on to future generations.”

The Ultimate Personalized American Girl Experience

Long known for creating premium personalized products, American Girl is taking customization to the next level with its new Gift Box Experience, a custom-curated collection filled with just-right items to fuel a girl’s imagination and aspirations. Gift-givers fill out an online quiz that helps them select from nearly 50 different doll options and accessories that match the unique qualities of the girls in their lives. Each gift collection comes with a doll, two hand-selected play packs that include a special outfit and accessory plus an illustrated story starter that lets girls play out their own endings. The box also features a heartfelt letter (personalized by the gift-giver), a doll ear-piercing option, a first-year doll wellness visit to the American Girl Doll Hospital and more. The personalized collection arrives in a signature berry keepsake box.

Score a Strike with the American Girl Bowling Alley

The recipient of a Parents 2019 Best Toy Award, the American Girl Bowling Alley features a fully functional wooden bowling lane complete with lights, bowling sounds and score-keeping for up to two players. Motorized pins are knocked back when a ball strikes, then automatically reset at the next turn so dolls (and their owners) can go for a perfect game. The bowling set features two bowling balls, two glow-in-the-dark bowling tees, two pairs of bowling shoes and a rental counter, complete with a card scanner and pretend snacks.