Visiting an American Girl Doll store is an amazing bit of “experiential retail,” which is a thing that people actually say. The stores offer a historical fiction and a highly customizable world designed around school-age girls. The company’s flagship store in Manhattan is at the end of its lease, and is moving to a space in Rockefeller Center that will be even more easily found by tourists. It will include a “media studio,” massive party rooms, and other features for an immersive brand-centric experience. [More]
