Welcome to the Dollhouse

The new American Girl Place store opened Wednesday at Watertower Place, positioned to cash in on its proximity to mall traffic. Five store entrances lead shoppers into a space that is 30 percent larger, newly festooned with a doll T-shirt design shop, personal shopping rooms and a “streetscape” of doll service shops (shoppes?) like an ear piercing store and a beauty salon. Already the largest of the retailer’s flagship stores, Chicago’s American Girl Place has generated nearly half the cumulative traffic of the nation’s five retail stores since 1998 – 13 million visits. The move across the street will create 50 new full time positions and 120 part-time holiday positions.