Mattel Brings the American Girl Brand to Mexico with El Palacio de Hierro Partnership
- Admin
- Oct 7, 2025
- 2 min read
Mattel is taking the American Girl Styled by You experience to the department store chain El Palacio de Hierro. The store hosts the experience at three of its locations: Polanco, Coyoacán, and Puebla, marking the first appearance of the brand outside of the U.S.
Guests have the chance to design their own custom dolls from a wide selection of options, then choose their doll’s outfit and accessories. At the end, guests can take a commemorative selfie with their new doll. The experience aims to encourage participants to express themselves and come away with a doll unique to their creative choices.
Adriana Schütte, Marketing Director, Mattel LATAM, shares her thoughts: “Mexico is the first country outside the United States to welcome the Styled by You experience by American Girl, and we are immensely proud of this achievement. Styled by You is not just about a doll; it’s about a unique experience that celebrates each girl’s individuality and gives them an unforgettable memory. We want every visit to be a magical moment that accompanies girls as they grow and discover who they are.”
Jamie Cygielman, Senior Vice President and Global Head of Dolls, Mattel, adds: “For nearly 40 years, American Girl has been inspiring girls through quality product, engaging stories, and immersive experiences. We’re proud to introduce Styled by You to Mexico for the very first time, in partnership with El Palacio de Hierro. Styled By You is a hands-on offering with customization that brings our brand closer to families in the region, while underscoring our commitment to meaningful moments.”
All three locations also feature an assortment of American Girl dolls and accessories. Exclusively at the El Palacio de Hierro Polanco location, American Girl will launch Star Salon Station, where kids and their dolls can enjoy hairstyling and explore the latest American Girl fashion styles, from Oct. 3 through Nov. 2.
To learn more about the American Girl brand, visit americangirl.com.
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Exciting news! Mattel’s partnership with El Palacio de Hierro to bring American Girl to Mexico is a game-changer. It offers kids a chance to explore empowering stories, diverse dolls, and creative play. This expansion highlights Mattel’s commitment to global inclusivity and inspires imagination across new audiences.
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Exciting news! Mattel’s collaboration with El Palacio de Hierro to bring American Girl to Mexico is a fantastic move. It gives Mexican kids access to this beloved brand, inspiring creativity, storytelling, and cultural connection. A wonderful opportunity to expand play experiences while celebrating diversity and imagination!
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"marking the first appearance of the brand outside of the U.S." are we forgetting they had numerous locations in Canada and the middle east...? i believe they also had small AG stores in Mexico already, within this same department store, but they were closed awhile back. it's cool that they're expanding operations internationally again but whoever's writing the news articles about it (assuming this is copied from another source) needs to fact-check their imformation😅
amazing! i hope the character dolls will be sold in stores if it's successful! (in the second country outside of the us! the first was dubai in 2017) ;D