American Girl has opened a flagship store concept at Westfield Century City, in Los Angeles.

The store stocks the entire line of American Girl dolls and accessories, as well as doll-and-girl clothes and books. The two-level store features an all-new retail design and a revamped full-service restaurant with private party choices, as well as the distinctive Dolled Up Salon for dolls and girls.

The new experience, Dolled Up Salon, allows fans to get matching hairstyles, mini manicures, and ear piercings for their American Girl dolls. 

Customers can also dine at the American Girl Cafe, which offers brunch, lunch, and the retailer’s ‘Teatime ritual’. The cafe has two party areas, including a private room option, for celebrating birthdays and other special events, as well as a new-concept Berry Bar that offers sweet goodies to go.

“The opening of the new American Girl flagship offers guests from all over Southern California yet another reason to spend their day and make memories with us,” said Louis Schillace, senior GM of Westfield Century City.

American Girl is a premium girl’s brand that is a wholly-owned subsidiary of Mattel, the multinational toy corporation that owns Barbie. The company offers its products through a catalogue, online, via its own US experiential retail storefronts, and at specialised retailers across the country.