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American Girl Unveils Truly MeTM Doll Line and Helps Girls Explore and Discover Who They Truly Are

Business Wire
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Starting today, girls will have the opportunity to explore and discover their own unique styles and interests with Truly Me, American Girl’s newly-rebranded line of contemporary 18-inch dolls and accessories, girls’ clothing, and exclusive play-based content. Truly Me, formerly known as My American Girl, allows a girl to create a one-of-a-kind friend through a variety of personalized doll options, including 40 different combinations of eye color, hair color and style, and skin color, as well as an array of outfits and accessories. To further inspire girls’ creativity and self-expression, each Truly Me doll now comes with a Me-and-My Doll Activity Set, featuring over four dozen creative ideas for girls to do with their dolls, and an all-new Truly Me digital play experience that’s free and accessible to girls who visit www.americangirl.com/play.

This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20150521005102/en/

American Girl's Truly Me line. (Photo: Business Wire)

American Girl’s Truly Me line. (Photo: Business Wire)

The new Truly Me microsite features a “Fun-spiration” section that’s refreshed daily with interactive crafts, doll activities, quizzes, games, and recipes. There are also sections dedicated to Pets, Quizzes, and Do-It-Yourself videos, plus a Fan Gallery to submit favorite girl-and-doll moments or finished crafts projects. The Truly Me world will also include a downloadable Friendship Ties App that lets girls make virtual friendship bracelets to save and share, as well as a line of new Truly Me activity books-Friends Forever, School Spirit, and Shine Bright-designed to encourage self-esteem through self-expression.

Also launching on May 21 is the new Truly Me Signature Studio retail experience, which is kicking off at American Girl’s Chicago, New York, and Los Angeles flagship stores. Using innovative printing technology, the Truly Me Signature Studio lets girls create one-of-a-kind doll outfits from endless design possibilities. Choosing from a variety of colors, patterns, silhouettes, prints, and embellishments, girls can design a custom doll outfit or doll carrier on a hand-held tablet, which is then transferred to the studio’s high-tech printer and produced for the girl in just minutes.

Other activities being held to celebrate the launch of American Girl’s Truly Me line include:

  • Discover Truly Me Retail Event: At American Girl retail stores across the country, girls ages 8 and up can express their interests and styles by participating in a fun bookmark activity, signing an inspirational Truly Me poster, and receiving a free Truly Me doll-sized T-shirt. Dates: 6/11, 7/9, and 8/13.
  • #TrulyMe: Starting May 21, American Girl invites moms and family members to share photos across their social channels, showing what makes their girl irreplaceable. Fans are encouraged to post a photo holding a handcrafted card highlighting their unique attributes or interests using #TrulyMe. Moms can help their girls print their own Truly Me cards at americangirl.com/trulyme, on which girls can write what makes them truly unique.
  • Truly AwesoME Sweepstakes: American Girl will host a 12-week Truly AwesoME Sweepstakes that offers weekly prizes to girls ages 8-13. The sweepstakes runs May 21- August 12, and girls may enter once per week to win a Truly Me prize package by completing the form at http://americangirl.com/trulyawesome.

Truly Me products will be available on May 21 through American Girl’s catalogue; at americangirl.com; at all American Girl retail locations nationwide; and at American Girl specialty boutiques within Canada’s Indigo Books & Music stores in Toronto, Vancouver, and Ottawa. The Truly Me books can also be purchased through retail and online booksellers. To learn more about Truly Me, go to americangirl.com, Facebook at facebook.com/americangirl, Twitter at twitter.com/american_girl, Pinterest at pinterest.com/agofficial, and American Girl’s Instagram page at instagram.com/americangirlbrand. To request a free American Girl catalogue, call 1-800-845-0005.

ABOUT AMERICAN GIRL

American Girl is a premium brand for girls and a wholly owned subsidiary of Mattel, Inc. (NASDAQ:MAT, www.mattel.com). The Mattel family of companies is the worldwide leader in the design, manufacture, and marketing of toys and family products. Since its inception in 1986, American Girl has been devoted to celebrating girls ages 3 to 12 through high-quality dolls and accessories, books, clothes, movies, and unforgettable experiences. Best-selling lines include BeForeverTM, My American GirlTM, Girl of the YearTM, and Bitty BabyTM. Headquartered in Middleton, WI, the company sells products exclusively through its award-winning catalogue, on americangirl.com, and in its experiential retail stores. By inspiring girls to be their best, American Girl has earned the loyalty of millions of girls and the praise and trust of parents and educators.

MAT-AG

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