Taking a page from Mattel’s American Girl retail concept, US mass-market chain Kmart is introducing the much lower price-point What a Doll collection. It’s an exclusive toy/apparel line that allows girls to match their apparel and accessories up with what their new dolls are wearing.

The collection includes dolls, travel bags, matching doll-sized and girl-sized outfits, cosmetics and accessories. All of the dolls are available for US$29.99, and clothes and accessories range from US$19.99 to US$24.99.

The collection, which launched in July, will introduce new outfits in time for the back-to-school season. New dolls and a seasonal assortment of clothing will be available beginning in October and November in time for the holiday season.

What a Doll fans can also turn to Kmart.com to find activities, healthy cooking ideas, coloring pages, seasonal tips as well as an online shopping component.