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Mattel intros new American Girls line

We'll BeForever friends: Mattel is refreshing its BeForever line of historical dolls with new characters, outfits and accessories and teaming up with Project Runway for the launch.
August 28, 2014

Mattel’s direct-to-consumer American Girl brand, which saw sales shoot up 6% last quarter, is introducing a revamped product line for its American Girl dolls.

Originally introduced in 1986, the BeForever line of historical dolls, books and accessories for girls ages eight and up is getting a refresh.

The new BeForever line will debut eight new dolls, new outfits and accessories, as well as new books and clothing for the dolls’ owners.

To mark the launch of the rebooted line, Mattel is bringing back the Samantha doll. Introduced 28 years ago in the original product line, Samantha was archived in 2008. She’s now being reintroduced with new clothes and products. The new dolls include Kaya, a Nez Perce girl from 1764 and Julie, a wild child from the mid-1970s.

The BeForever line will also include girls apparel inspired by the fashion styles of each historical period. To help debut the new line, American Girl is partnering with Project Runway, the fashion juggernaut series, for a BeForever-inspired designer challenge. To extend the promotion, a selection of the designs will be showcased at American Girl retail stores nationwide this fall. The stores will also run free and paid launch events with giveaways, crafts and in-store activities.

Along with the apparel, Mattel is launching new interactive features for the American Girl site. Americangirl.com/beforever will house online games, videos and more details about each character.

The new dolls, which retail for US$115 each, and their accompanying products will be available starting today through the American Girl catalog, americangirl.com and at all AG retail locations in the US.

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