In the American Girl Store your kids can pick out their "baby." They have a variety of skin colors, eye colors, and hair colors to choose from. After picking out their new baby, they have the opportunity to accessorize with clothes, hats, shoes. etc. This is where most of your money will go. some of the clothing costs just as much, if not more, than the clothes your kids are wearing. Definitely not a cheap store if you consider the long term implications of getting your child a doll here.
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