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