Mattel’s American Girl brand, which saw its sales climb 14% last quarter, is expanding its Bitty Baby doll line for preschoolers to encompass a total of 11 different dolls, illustrated picture books and more interactive content.
The 15-inch dolls designed for girls ages three and up will now come with a keepsake toy and Bitty Baby and Me, the first in a series of five hardcover picture books from author Kirby Larson. Matching outfits for doll owners, a new line of plush animals and furniture, including a wooden crib and changing table, are also now available.
To mark the enhanced Bitty Baby product lineup, Mattel is hosting a Sweet Moments with Bitty Baby Video contest, which asks parents to create an original video clip of their little girl’s sweetest moments with her Bitty Baby doll and then submit the video at americangirl.com/bittyparents for a chance to win one of two grand prizes worth US$1200 each. Videos must be received by October 20, 2013.
Also taking place online is an expanded Bitty Baby interactive component, which includes a downloadable app and enhanced eBooks, as well as online games, activities, and puzzles inspired by the Bitty Baby picture books.
The new Bitty Baby dolls, which retail for US$80, along with picture books, outfits, and accessories, will be available starting today through American Girl’s catalog, at americangirl.com, and at all American Girl retail locations across the US.