Toys”R”Us Celebrates 5th Anniversary Of Journey Girls

Toys r us jouney girlsToys”R”Us today announced this past week it is celebrating the fifth anniversary of its award-winning*, private brand Journey Girls with an updated collection of artfully crafted fashions and highly detailed accessories. Beginning this September, customers will find their favorite dolls outfitted in styles perfect for their next Journey Girls adventure, an Italian excursion, in stores nationwide and online at Toysrus.com/JourneyGirls. The company designed this quality 18-inch doll line in 2010 as an affordable option – at $39.99 – for doll enthusiasts and collectors of all ages. What began as a collection of four dolls and complementary fashions, has expanded to a selection of seven dolls, hundreds of mix-and-match clothing options and dozens of must-have accessories. In the five years since the brand’s inception, Journey Girls characters have gone on worldwide adventures spanning 20,000 miles around the globe, from London to Paris and now Italy, adding to their individual and collective backstory.

“What was born out of a team brainstorm more than five years ago has evolved into a brand truly beloved by children the world over, and become one of the company’s most successful private label businesses to date,” said Richard Barry, Executive Vice President and Chief Merchandising Officer, Toys”R”Us, Inc. “Since 2010, we’ve significantly expanded the space dedicated to this line in our stores, added new girls to the collection and increased the number of accessories and fashions offered. The Journey Girls brand has proven its staying power at Toys”R”Us, while continuing to inspire kids to explore their world and live out adventures.”

Featuring fresh faces, trendy fashions and delightful accessories, the Journey Girls collection is comprised of seven 18-inch dolls that offer children the opportunity to take imaginative, adventurous journeys with characters they can identify with. Little ones can select the doll that most inspires them, choosing from Chavonne, the multitalented performer; Callie, an aspiring dancer; Dana, the animal lover; Kelsey, who loves to seek out exciting new adventures or participate in extreme sports; Kyla, an amazing artist; Meredith, the energetic team athlete; and Mikaella, the latest addition to the Journey Girls who loves cooking and baking.

In preparation for the 2015 holiday season, Toys”R”Us is stocking its inventory with new, adorable fashions and accessories that help extend imaginative play. From furniture and pets, to stylish clothing and hair salon sets, all fashions and accessories are quality made, realistically detailed and scaled to fit 18-inch dolls. The brand also offers a wheelchair and crutch accessories set, providing children with disabilities the opportunity to reflect themselves during playtime. To coincide with the launch of the latest dolls, new Journey Girls accessories will debut in Toys”R”Us stores nationwide and online at Toysrus.com this September, including a Best in Class School Set, Birthday Celebration Set and Pet Grooming Set.

The Journey Girls brand is currently available for purchase at all Toys”R”Us stores across the U.S., and select stores in international markets across the world, including Australia, Canada, France, Spain and the U.K., among many others.

Additionally, to celebrate the gal-pals’ fifth anniversary trip to Italy, the company is encouraging parents and kids to share their Journey Girls experiences with @ToysRUs on Instagram and Twitter, as well as Facebook.com/Toysrus. Fans are invited to post photos of themselves and their dolls traveling the country – or even the globe – as well as engage with one another and Toys”R”Us using #JourneyGirls. For enthusiasts looking for Journey Girls inspiration online, the Toys”R”Us Pinterest page, Pinterest.com/Toysrus, will feature the dolls’ different fashion looks, delicious Italian treat ideas, do-it-yourself arts and crafts and more.

The following Journey Girls dolls will be available for $39.99 each, exclusively at Toys”R”Us stores nationwide and online at Toysrus.com/JourneyGirls for ages 6 years and up, beginning this September:

Journey Girl Chavonne from Toys”R”Us
Chavonne, a multi-talented performer, will guide the girls through Milan, the City of Theatres, in a black-and-white striped top under a vibrant pink petite coat and trendy floral pants that match her navy slip-on shoes.

Journey Girl Callie from Toys”R”Us
Callie will seek out the best shops to show her friends the latest fashion trends, while wearing a black-and-white mini dress paired with an embroidered, blush colored jacket and elegant pink shoes and headband to complement her entire look.

Journey Girl Dana from Toys”R”Us
Dana, an animal lover, will be sure to stop by her favorite parco nazionale and protected reserves which are home to a variety of wildlife, all while dressed in a silver knit sweater and brown faux-fur vest with jeans, along with a leopard-print tote bag and chic brown boots.

Journey Girl Kelsey from Toys”R”Us
Adventure seeker Kelsey will challenge herself by taking on the best hiking trails and exploring marine life within Italy’s 4,000-plus miles of coastline! While out on the town, Kelsey will sport a grey and blue embroidered shift dress with navy headband, as well as a navy and emerald faux-leather shoulder handbag and navy flat shoes.

Journey Girl Kyla from Toys”R”Us
Kyla is ready to find the best spots rich with art and culture, dressed to explore the Italian art scene in a ‘Ciao!’ printed top with striped sleeves, pink wrap skirt, a black and white clutch and floral and classic pink flats.

Journey Girl Meredith from Toys”R”Us
Meredith’s athletic charm will help inspire all her friends to partake in awesome quests in Italy, and her sense of style will shine bright, as she dons a blue sparkle t-shirt, white striped circle skirt, pink handbag and trendy pink shoes.

Journey Girl Mikaella from Toys”R”Us
Mikaella, outfitted in a purple knit sweater with silver embroidery detail, metallic silver brocade pants, black flats and an elegant silver and pink envelope clutch handbag, will lead her friends to the finest cafes and pasticcerias in town.

Available now in Toys”R”Us stores nationwide and online at Toysrus.com.

 



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.