Consumer Products

American Girl moves into construction

Mattel is expanding its American Girl brand into the construction category with a new line of Mega Bloks toys.
March 21, 2016

Following a 14% decline in American Girl sales in 2015, Mattel is taking the brand into the construction category for the first time with a line of Mega Bloks toys aimed at girls eight and up.

Heading into a category largely dominated by Lego Friends, Mattel is looking to make a mark with highly detailed building sets and fully articulated mini-figures based on the brand’s previous Girl of the Year characters, which include Grace, Isabelle, Saige, McKenna and Nicki.

Each themed set comes packaged with a multi-page storybook and step-by-step building instructions. The line also includes two different style collections featuring additional figures and mix-and-match accessories.

The Girl of the Year construction line consists of Grace’s 2-in-1 Buildable Home (US$69.99), Isabelle’s Ballet Recital (US$39.99), Nicki’s Horse Stables (US$29.99) and McKenna’s Gymnastics Training (US$9.99), while collectible figure assortments will sell for US$3.99 apiece.

Products are currently available exclusively at Toys”R”Us in the US and Canada, and the line will head to mass retail in both countries starting July 1.


About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at


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