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

MIDDLETON, Wis.--(BUSINESS WIRE)--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.

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/bittyparentsfor 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