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.

Attn: Amiguis! Thank you for your tremendous support of our Distroller World stores over the years. As of Feb. 29, 2020,…

Posted by Distroller USA on Thursday, February 27, 2020

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.