Spent the day in NYC yesterday with the family and experienced FIRST HAND what "the brand is the experience" means.
First stop was American Girl - the store. These people have perfected experiential marketing and taken it to an entirely new level. You can not only buy a doll that "is" just like your kid, you can get clothes to match so your kid is wearing exactly what the doll is wearing. Sick, but apparently effective.
Next up is the salon - no, not a salon like at Harrod's where your kid's hair gets styled, but a salon where your kid's doll's hair gets styled... yep, you read that correctly! They had 7 or 8 stylists lined up making those dolls beautiful.
From there, we headed upstairs where they have a "cafe" where you can dine like an aristocrat. Complete with a high-chair for your doll, I couldn't actually believe what I was seeing.
You can also buy dolls that are culturally appropriate and era-focused (Early American,