Mattel is certainly hoping that its latest innovation helps turn things around for Barbie this year, especially since the brand continues to struggle against growing competition from the ever-popular Bratz dolls, produced by MGA Entertainment. The doll-shaped MP3 player contains its own character, games, virtual pets and other features that are "unlocked" on when the device is connected to the computer.
The MP3 player launches in July and can hold up to 120 MP3 songs, with expandable memory. The second component of Barbie Girls is the "Barbie Girl" device, which is a doll-shaped MP3 player that comes with its own accessories. Moreover, kids can also block other users or prevent others from contacting them on the Web site.
To that end, the Web site features word filters that prevent kids from exchanging personal information such as phone numbers, names or addresses. He added that Mattel wanted to make the site a safe place for kids to play. "We are bringing together three things that girls love - music, fashion and the online world." "We're revolutionizing the way girls play to make it more fun and exciting," Chuck Scothon, senior vice president for Mattel's girls brands said during the event. Mattel executives told reporters during a preview Thursday in New York City that the company hoped to create a "first-ever global online community designed exclusively for girls."Īt, girls can create their own virtual characters, design their own rooms, shop at the mall using virtual money called "BBucks," go to the pet shop or to the movies or just hang out with their other virtual friends and chat live with other girls. It's a Web site which comes to life on, which launched on April 26. However, the toymaker kept a few other surprises closely under wraps.īarbie Girls actually is a two-part concept. Mattel had released some details about the new venture last week.
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Julianna (left) and Georgia (right) explain to the writer how to navigate the new Web site.
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