Majid Al Futtaim, the leading shopping mall developer, retail and leisure pioneer across the Middle East and North Africa (Mena) said its leisure arm has secured an exclusive retail agreement with American Girl, a division of Mattel, and a premium brand for girls known for its high-quality doll, content, and unforgettable experiences.

The announcement sees Majid Al Futtaim Leisure and Entertainment continue to expand its portfolio in bringing unique family entertainment offerings to the region, through a franchise agreement with the retailer.

The iconic US brand will further bolster Majid Al Futtaim’s growing and diverse collection of internationally-renowned brands including Lego, lululemon athletica, AllSaints and Abercrombie & Fitch.

The deal also encompasses Majid Al Futtaim being awarded exclusive distribution rights in the Gulf countries spanning bricks and mortar retail, airport-based retail and e-commerce.

The first American Girl store in the UAE is slated to open in 2017 and will feature engaging and immersive retail experiences, like the popular Doll Hair Salon and an on-site restaurant, as well as all of the latest product offerings – from the signature American Girl dolls, outfits, and accessories to the company’s best-selling books for girls.

Damien Latham, the chief executive of Majid al Futtaim Leisure and Entertainment, said it is this expertise in innovation and experiential retail that has helped Majid Al Futtaim stand out as the go-to premium operator to bring the partnership to life.

“We are delighted to announce that we will be bringing American Girl’s first retail offering to shoppers in the region. For us American Girl is such an iconic brand, with such a clear personality and inspiring vision that marries perfectly with our ethos,” noted Latham.

“This makes us extremely excited to think about what the future holds for the partnership as we begin to solidify the brand’s presence across the GCC,” he added.

Having sold nearly 30 million American Girl dolls since it was founded in 1986, the brand has attracted a dedicated international audience through offering an inspiring world of dolls, content, and experiences aimed at young girls.

“For 30 years, American Girl has been celebrating and encouraging girls to be their best with high-quality dolls and relevant characters, plus engaging books and entertainment,” remarked Katy Dickson, president of American Girl.

“We’re thrilled to expand American Girl into the Middle East and bring our universally relevant mission – to be a trusted partner in building girls of strong character – to more girls, in more places,” noted Dickson.

“We’re equally excited to partner with the country’s leading shopping mall and retail pioneer Majid Al Futtaim to bring the American Girl experience to a whole new audience of girls and their families,” she added.

Source: gdnonline.com