Case Study: American Girl creates an immersive omnichannel store experience with MJD Interactive

American Girl launches a 40,000-square-foot Store of the Future with MJD Interactive and 1.3 million custom doll options

The customer American Girl, a pioneer in experiential retail, partnered with vendor MJD Interactive to develop a digital omni-channel guest experience for their new flagship store. Their challenge was to elevate the in-store experience by increasing excitement and access to reservations, translating commerce experiences to web applications, and creating personalized moments to encourage sharing and repeat visits.

MJD Interactive implemented a comprehensive solution featuring a 'Create Your Own' custom doll creation platform, a digital salon lookbook, a personalized party room system, and integrated reservation systems. These digital experiences were integrated with physical elements like on-demand printing and short-throw projectors. The result was a magical and modern store experience that elevated the brand promise, added delight and convenience for guests, and successfully captured the hearts of visitors. MJD Interactive's work was later expanded to the brand's Chicago and Los Angeles flagship stores.

American Girl