American Girl Embraces Customization Craze With New “Store of The Future”

American Girl Embraces Customization Craze With New “Store of The Future”

American Girl has unveiled its new retail concept, which puts a big emphasis on customization — even letting girls design their own dolls.

Located at Rockefeller Plaza in Manhattan, the 37,000-sq-ft. American Girl Place features the brand’s signature lineup of American Girl dolls and accessories. But it also boasts several new experiences, including a design studio where young girls can play doll designer, using an online feature that allows for personalization. READ MORE

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