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" ... Mattel's other golden goose is American Gi rl, a catalog retailer of $110 dolls, which the company bought in 1998 for $700 million and has transformed into a retailing phenomenon. Its posh, company-owned American Girl stores are as close as you can get to Apple Store profitability in the toy-selling business. The average American Girl store generates an estimated $1,500 in retail sales per square foot compared to about $320 at Build-A-Bear and just $240 at Toys "R" Us. American Girl's well-made and wholesome-storied dolls have the highest gross margins at Mattel, at about 65% versus 63% for Barbie. ... "