El Segundo, California-based toy maker Mattel has plans to open three shop-in-shop American Girl boutiques in Mexico through 2015.
High-end Mexican retail chain El Palacio de Hierro is playing host to the cross-border expansion. Two American Girl shops are set to open this summer at the retailer’s Perisur and Interlomas locations in Mexico City, and a third will make its way to the Polanco area next fall.
This is American Girl’s second foray outside the US. Two Canadian stores opened in Toronto and Vancouver earlier this year.
Products earmarked for the new specialty shops include the brand’s contemporary line of My American Girl personalized dolls, its current Girl of the Year doll (ballet dancer Isabelle), a clothing line for girls and American Girl books translated into Spanish. And to round out the in-store experience, kids will be able to take their dolls for haircuts at a dedicated Doll Hair Salon, and themed events will run throughout the year.
American Girl’s move into Mexico follows the announcement of Mattel’s lower Q3 results for the direct-to-consumer brand. Historically a strong performer for the toyco, American Girl sales declined 7% in the third quarter of 2014, while it had marked a 6% increase in Q2.