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All right well they stripped -- -- her crown as queen of the dolls and they wrapped up revenues that told the toy industry the American girl girl doll were.
New brand to be reckoned with and start out as a mail order business and in two decades blossomed.
Into a 430.
Million dollar -- retail empire for metallic.
The brand will likely -- July 2 when American girl kicked it -- From HBO and picture house hits movie theaters here to talk about the brand successive -- I think she's the executive vice president of Mattel and president of American girl.
And Bob Bernie was the president of picture house sticking us welcome to give you think it's going to be -- well you know and -- this is a phenomenon that -- when you look at these statistics I'm honestly I'm not all that surprised the American girl store is just right around the corner from here and I have never not seen it fully packed.
What you think you guys have been able to do with this brand that has really resonated.
Well I think it's all about the emotional connection that we create with girls it's you know our brand is much more than just a -- thing we start with intellectual property your stories -- build from there.
And it's all about the experience when you walk into one of our stores you can have.
A meal with your mom -- -- grandmother you can see why -- you can go to a movie you can go to -- manners class or cooking class.
So any -- you can create an emotional connection with your consumer that's very powerful.
You know I was thinking just a moment ago sales -- -- American doll were up 10% in the first quarter.
I EU in this wholly owned subsidiary this percentage does this is at that -- at -- look at Barbie and some the other brands in the girls universe.
They're down or their flat.
In this economy are you surprised somewhat that.
You're still so successful I mean.
What is it that you're doing to circumvent that what we've got a couple things have happened in Q1 of only vs last year number one we opened two new stores last year so we have that going -- -- -- avenue store smaller footprint than what we have here.
In New York City that you're probably used to won in Dallas and wanted to -- -- -- certainly help.
And -- movie marketing has begun even as early as January we started promoting this movie and subtle ways.
And that's certainly has helped the year.
So Bob tell us about the movie I'm sure there are girls everywhere including my nieces who are so excited about this.
It comes out in just a couple about a week -- so ten days I think -- -- that.
-- -- the movie is based on the the stories of the American girl characters and it's really I think a beautiful film the director Patricia -- not really created.
Wonderful world and brought -- alliance that the fans of the stories and the characters will not be disappointed because you're gonna see.
What they now and the great thing is that we had Abigail Breslin as our -- Yes who does not love her she is so adorable you know.
Bob there's been a real expansion in this sort of tween generation I guess -- what they're calling it with High School Musical and a lot of these you know Disney kind of feature movies this really sticks to being about girls as I understand and really talking to the audience of viewers.
Or people who -- the American girl how do you do that how do you make sure that you're targeting that audience.
Well there's -- -- kind of laser targeted and it's a specific.
Age group and families so not only the girls but the moms and this story has some great.
Residents for -- as well but it was working with the American girl stores and company to market the film together and -- -- I saw -- opportunity.
I have my office is right by the storm believed to have seen the crowds going and and to work with them together to not only.
That's to sort of make sure the brand carries over to the film because that's what the audience has really -- -- -- that it's really authentic.
You know Alan -- there's only been a handful of occasions where someone is taking a product and -- into a movie you know you've heard about the comic book -- -- know.
Toys and things like -- but those were from comic books.
What need do you think that you have one of the most successful magazines for girls in the country that you could take this concept and make -- -- Well we were very very respectful of entertainment because we -- company that's first and foremost based in intellectual property your story the story always comes before the doll.
So we wanted to make sure that what lived in girls imaginations in books and we've sold over a 120 million books were very our children's publisher in the United States.
That that would resonate well for girls so when we partnered with picture -- and HBO we felt that we found people that understood our brand values and we could bring it to life in a way that girls would enjoy.
That's 700 million dollar invest that you guys -- -- think well -- purchased us ten years ago -- I think they would say that now.
It's unbelievable I I have to say.
I was joking with -- that I have three boys every time I walk by that store I yearn for another child and hope that it would be a girl although it probably won't ever happen but I can live vicariously through everybody else.
I -- and now Bob thank you so much and best of luck at that they thanks.
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