Middleton, WI - October 10, 2002 - Pleasant Company, creator of the award-winning American Girl brand and a division of Mattel, Inc., announced today that it has signed a lease to create a second American Girl Place(R) retail and entertainment site in New York City. Like the company's original and phenomenally successful retail destination in downtown Chicago, the 42,500-square-foot site located at 609 Fifth Avenue will feature engaging experiences in the store's Cafe and Theater, as well as all the beautifully made American Girl products. Pleasant Company plans to open American Girl Place-New York in fall 2003.
"American Girl Place provides a natural extension for this incredible brand," said Adrienne Fontanella, president Girls Division, Mattel. "As an integral part of the Mattel Girls Division portfolio, American Girl continues to enhance our overall business through exciting products and the unique experience created by American Girl Place."
Featuring its own distinct design, American Girl Place-New York will showcase a full assortment of products and accessories from The American Girls Collection(R), American Girl Today(R), Bitty Baby(R), Angelina Ballerina(TM), and AG Mini*s(TM) lines.
"We're thrilled about extending the American Girl Place experience to New York -- a city and location that beautifully complement the spirit of the American Girl brand," says Ellen L. Brothers, president of Pleasant Company. "Based on the success of our Chicago store, we know the New York location will provide another magical place where girls can nourish their spirits, make lasting memories, and celebrate their interests with products and experiences designed just for them."
In addition to shopping the store's distinct boutiques, girls and their family members can browse the bookstore, featuring award-winning American Girl books, experience an elegant tea in the store's signature Cafe, and watch an unforgettable live performance in the American Girl Theater. The theater will open with The American Girls Revue, an original musical -- starring girls, for girls -- that brings the beloved characters and stories of The American Girls Collection to life. Written by Broadway playwrights Gretchen Cryer and Nancy Ford, The American Girls Revue enjoyed an impressive three-year run in Chicago's American Girl Theater(R) and received high praise from girls and their parents, in addition to reviewers.
Headquartered in Middleton, Wisconsin, Pleasant Company opened American Girl Place, its first retail and entertainment site, in downtown Chicago in November 1998. To date, the Chicago store has welcomed over 4 million visitors, served over 300,000 meals in the Cafe, and seated more than 155,000 theatergoers. Since its first year in business, American Girl Place-Chicago has also been the recipient of numerous awards, including the Themed Entertainment Award (THEA) for best overall themed retail entertainment destination in the world and the Greater North Michigan Avenue Business Impact of the Year Award.
ABOUT PLEASANT COMPANY
For over 16 years, Pleasant Company -- a direct marketer, retailer, and children's publisher -- has provided beautifully made products for each stage of a girl's development, from her preschool days of fantasy play through her tween years of self-expression and individuality. The flagship product line, The American Girls Collection, has brought history to life for millions of girls ages 7 to 12 through its charming books, dolls, and accessories. In addition to The American Girls Collection, Pleasant Company is nationally known for the following brands: American Girl Today, Bitty Baby, Angelina Ballerina, and AG Mini*s. The company also publishes bestselling books from American Girl Library(R), Amelia(R), History Mysteries(R), AG Fiction(TM), and Wild at Heart(TM), as well as the award-winning magazine, American Girl(R).
To date, more than 82 million American Girl books and 7 million dolls have been sold. Pleasant Company was founded in 1985 by Pleasant T. Rowland and was acquired by Mattel, Inc. (NYSE: MAT) in 1998. Deeply committed to its mission to educate and entertain, the American Girl brand has earned the loyal following of millions of girls and the praise and trust of parents and educators.
ABOUT MATTEL GIRLS DIVISION
Since the Barbie(R) doll's launch in 1959 as a paper doll inspired friend, she has firmly established herself as the most popular fashion doll ever introduced. For more than four decades, Mattel has maintained Barbie(R) doll's popularity by adapting her look, lifestyle and fashions to meet changing times while evolving her world into an overall lifestyle brand for girls. While the Barbie(R) Brand represents Mattel's roots in girls' toys, the girls division has several best-selling brands including American Girl(R), Diva Starz(TM), What's Her Face!(TM) and Polly Pocket!(TM). A natural extension of the brands to the online world, Mattel's Girls Interactive Group provides girls of the 21st century a new way to interact with their favorite toys through Web sites and licensed Mattel-branded interactive software and video game titles.
Mattel, Inc., (NYSE: MAT, www.mattel.com) is a worldwide leader in the design, manufacture and marketing of toys and family products. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 27,000 people in 36 countries and its products are sold in more than 150 nations throughout the world. Mattel's vision is to create and market the world's premier toy brands --- for today and tomorrow.
BARBIE, DIVA STARZ, AMERICAN GIRL, WHAT'S HER FACE and associated trademarks are owned by Mattel, Inc. (C) 2002 Mattel, Inc. All Rights Reserved.
