Meet American Girl’s New Arrival: The Brand-New World of Bitty Baby!

  Meet American Girl’s New Arrival: The Brand-New World of Bitty Baby!

      —Company Expands and Enhances Its Popular Baby-Doll Line to Create
          One-of-a-Kind Companions for the Littlest American Girls—

Business Wire

MIDDLETON, Wis. -- August 27, 2013

Starting today, little girls and their parents will have more to celebrate and
explore with the debut of American Girl’s newly enhanced Bitty Baby^® line of
high-quality 15-inch baby dolls, outfits, and accessories. Bitty Baby, a
longtime, lovable playtime companion to millions of girls ages 3 and up, now
has even more options to encourage nurturing play, including 11 different
dolls with various skin tones and hair- and eye-color combinations,
beautifully illustrated picture books filled with heartwarming adventures, and
new premium play sets and plush animals, as well as online activities for
girls and parents.

American Girl's newly enhanced Bitty Baby doll and Bitty Baby and Me picture
book by Kirby Larson. ( ...

American Girl's newly enhanced Bitty Baby doll and Bitty Baby and Me picture
book by Kirby Larson. (Photo: Business Wire)

With so many new options to choose from, every little girl can now find the
Bitty Baby doll that’s just right for her. After selecting her doll from the
expanded choices, a girl will receive her Bitty Baby doll dressed in a
signature sleeper, along with a special “wishing star” keepsake toy and Bitty
Baby and Me, the first in a series of five hardcover picture books that
inspire fun ways to play. Several new outfits in various designs are also
available to allow a girl to further personalize her Bitty Baby.

The new Bitty Baby picture-book collection, brought to life by Newbery Honor
Award author Kirby Larson and award-winning illustrator Sue Cornelison,
follows a little girl and her beloved Bitty Baby doll as they discover the
world around them. The heartwarming tales help little girls shine bright by
encouraging curiosity, generosity, confidence, and kindness. Each book also
comes with a special “For Parents” section that focuses on the social and
emotional experience of preschoolers and offers parents tips to help their
little girls become more confident, patient, and independent.

Inspired by the Bitty Baby books, story-themed play sets based on bedtime,
travel, mealtime, and other activities encourage imaginative play and help
bring the interactive stories to life. Matching outfits for girls and their
Bitty Baby dolls extend the play experience, along with a new line of premium
plush animals and keepsake-quality furniture, including a wooden crib and
changing table.

To further engage little girls and their parents in Bitty Baby’s expanding
world, American Girl is introducing the following initiatives:

  *Sweet Moments with Bitty Baby Video Contest: Starting August 27, 2013,
    parents are encouraged to create an original video clip (up to 60 seconds)
    of their little girl’s sweetest moments with her Bitty Baby doll, then
    submit the video at americangirl.com/bittyparents  for a chance to win one
    of two grand prizes worth $1200 each. Videos must be received by October
    20, 2013.
  *Bitty Baby Online: Visitors to americangirl.com/bittyparents will find
    even more of Bitty Baby’s world to explore. The all-new content includes a
    downloadable app and enhanced e-books, plus a “For Parents” section with
    tips to help their daughters to be their best. And little girls can find
    more fun with Bitty Baby by going to americangirl.com/playbitty, where
    they’ll discover online games, activities, and puzzles inspired by the
    Bitty Baby picture books.
  *Bitty Baby In-Store Reading Events: On every Tuesday and Thursday in
    September, little girls and their parents can hear a reading of Bitty Baby
    and Me at American Girl retail locations nationwide. To learn more about
    the free reading events or to find the nearest American Girl store, visit
    americangirl.com/stores.

The new Bitty Baby dolls, which retail for $80, along with picture books,
outfits, and accessories, will be available starting August 27, 2013, through
American Girl’s catalogue (1-800-845-0005), at americangirl.com, and at all
American Girl retail locations nationwide.

About American Girl

American Girl Brands is a wholly owned subsidiary of Mattel (NASDAQ:MAT)
(www.mattel.com), the world’s leading toy company. Since American Girl’s
inception in 1986, the company has devoted its entire business to celebrating
the potential of girls ages 3 to 12. American Girl encourages girls to dream,
to grow, to aspire, to create, and to imagine through a wide range of engaging
and insightful books, age-appropriate and educational products, and
unforgettable experiences. In meeting its mission with a vigilant eye toward
quality and service, American Girl has earned the loyal following of millions
of girls and the praise and trust of parents and educators. To learn more
about American Girl, visit www.americangirl.com.  Follow American Girl on
Facebook: www.facebook/americangirl or Twitter: @American_Girl.

Mat-AG

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Contact:

American Girl
Stephanie Spanos, 608.830.4496
stephanie.spanos@americangirl.com