Mattel has officially announced the North American launch of Grace Thomas, American Girl of the Year for 2015, and the central figure driving a limited-edition line of dolls, outfits, accessories and toys that will be available at retail until year’s end.
Nine-year-old Grace is an avid baker who is inspired to start her own bakery after a memorable trip to Paris. Drawing from the Grace books penned by Mary Casanova, this backstory will be told in a full-length movie rolling out on DVD from Universal Studios Home Entertainment this summer. And on the digital front, fans can get to know Grace through her weekly “In the Mix” online travel and baking journal. Other interactive content includes a paid app (Sweet Shop) for iOS and Android, as well as book excerpts, movie-related content and games available at americangirl.com/girloftheyear.
Pushing the experiential side of the launch, American Girl retail outlets plan to run Grace-themed events throughout the year, and French baking classes will also be offered at 50 Sur La Table locations in the US.
In non-profit efforts, American Girl has cooked up a “For Goodness, Bake!” year-long fundraising campaign that encourages girls to host charity bake sales. Proceeds will be donated to Share Our Strength’s No Kid Hungry initiative, which aims to end childhood hunger in America.
This year also marks a global expansion for American Girl that will see the brand head into Mexico with three new shop-in-shop boutiques.