The Mattel-owned American Girl brand is expanding into the craft category in an attempt to capture a chunk of the US$32 billion industry.
The American Girl Crafts product line, created in partnership with scrapbooking company EKSuccess Brands, is expanding its distribution to Toys ‘R’ Us outlets across the US. The range of products includes a scrapbook kit, binders, sewing and jewelry kits, and room and school décor projects.
All of the craft products are priced between US$1.99 and US$29.99 and are geared to the interests of girls ages eight to12.
The new line builds on projects found in the American Girl magazine, DIY activity books and online at www.americangirlcrafts.com.
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