Distroller World

Distroller USA is making a shift in its strategy.

The company behind the Neonate Babies, Chamoy & Amiguis, and Chiquity Boom Town brands says that it’s made a strategic decision to close its U.S. stores effective Feb. 29 as it moves toward pop-up locations in cities across the country.

Distroller was founded in Mexico City in 2004 by artist Amparo “Amparin” Serrano, and maintains retail locations throughout Mexico and Latin America. Its dolls are also sold in Walmart Mexico and have been a viral hit globally.


The company entered the U.S. market in 2017 with the opening of its first retailtainment destination in San Diego, followed by additional stores in the Houston and Los Angeles (Glendale) markets. Last summer, Distroller had a large presence at Licensing Expo in Las Vegas.

Distroller USA says that it aims to “spread joy and push the limits of imagination” to kids across the country as it takes the Distroller World experience on the road later this year. In the meantime, the company will continue to sell its toys exclusively at distrollerusa.com.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.