The new Toys”R”Us American Girl shop is our ultimate childhood fantasy come to life

ToysKelly Dillon |

A look inside the brand new Toys”R”Us American Girl shop-in-shop at their Totowa store

Moms, get those credit cards ready! Toys”R”Us is debuting their new American Girl shop-in-shops on Saturday October 29th (and it’s literally our ultimate childhood fantasy come to life!). The Wayne-based company is the first and only US retailer to feature American Girl shops inside nearly 100 select stores across the country. Toys”R”Us Assistant Public Relations Manager Candace Disler tells me previously you could only purchase the dolls at American Girl stores, online, or through the infamous catalog.

“We’re really excited to help bring our stores a little more to life, and allow customers to come in and pick out the American Girl doll they can identify with,” she tells me. “It’s really fun to be able to offer something else for our customers in store.”

The boutiques will feature an exclusive selection of American Girl’s signature Truly Me dolls, outfits and accessories, plus the brand’s newest doll line, WellieWishers.  Unfortunately they will not be carrying the BeForever historical dolls (sorry, no Samantha, Kit, or Melody!). For those you’ll still have to head to the American Girl flagship in NYC.

To celebrate the grand opening, each child who visits the new shop on Saturday will receive a complimentary gift, and also be able to enter exciting giveaways. The six New Jersey locations are Paramus, Secaucus, Totowa, Freehold, Eatontown, and Deptford.

Click below for you exclusive first look at the new shop-in-shops (and get ready to reminisce!)