The 18-inch line of dolls were a house brand of Toys “R” Us in the U.S. for many years, positioned as a competitor to Mattel’s American Girl and Battat’s Our Generation line. Officially launching for Amazon Prime Day — now a two-day event, July 15 to 16 — as part of the Prime Day Launch program, Just Play revamps the Journey Girls dolls in a variety of styles that will begin shipping on Aug. 1.
A Journey Girls dedicated storefront is already live on Amazon, with eight dolls available for preorder: Meredith, Kyla, Dana, Mikaella, Kelsey, Callie, Chavonne, and Ilee.
“Journey Girls all love to travel and explore, seeking out new friends and super exciting adventures. Journey Girls are fashion forward and make use of their own special leadership skills – whether it be a strong and infectious sense of self-confidence, or a great way of helping friends through a sticky, silly, or sticky-silly situation! While each girl is different, one thing is for sure — Journey Girls are all about sharing. Whether it’s sharing something from their closet or something from their heart, Journey Girls are there to share adventures with their friends.”
Despite the turmoil surrounding Toys “R” Us over the past two years, Journey Girls have remained available in other countries, and were offered as part of the Geoffrey’s Toy Box program at Kroger stores in the U.S. during last year’s holiday season.
The new dolls feature updated design and outfits, with rooted hair and hand-painted faces, and are aimed at kids ages 6 and up.
Meanwhile, Tru Kids Brands continues to work on their plans to relaunch some physical Toys “R” Us stores in the U.S. in time for the upcoming holiday season.