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Kmart launches budget-friendly doll line

Taking a page from Mattel's American Girl retail concept, US mass-market chain Kmart is introducing the much lower price-point What a Doll collection.
August 16, 2010

Taking a page from Mattel’s American Girl retail concept, US mass-market chain Kmart is introducing the much lower price-point What a Doll collection. It’s an exclusive toy/apparel line that allows girls to match their apparel and accessories up with what their new dolls are wearing.

The collection includes dolls, travel bags, matching doll-sized and girl-sized outfits, cosmetics and accessories. All of the dolls are available for US$29.99, and clothes and accessories range from US$19.99 to US$24.99.

The collection, which launched in July, will introduce new outfits in time for the back-to-school season. New dolls and a seasonal assortment of clothing will be available beginning in October and November in time for the holiday season.

What a Doll fans can also turn to Kmart.com to find activities, healthy cooking ideas, coloring pages, seasonal tips as well as an online shopping component.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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