It's a BarbieGirl's Virtual World

  • April 23, 2007
Mattel,Inc. has launched, a virtual world for 'tween girls, where users can create their own Barbie dolls and interact with each other.

The online community is the first glimpse into Mattel's Barbie Girl initiative, its next-generation fashion doll line and an attempt to gain ground in its heated competition with MGA Entertainment's Bratz collection.

At, users can go to a virtual mall and shop for clothes, accessories and furniture for their online room. Though there are strict rules barring collection and transmittal of personal information for children under 13, the site's Privacy Policy does acknowledge that users over 13 who don't opt out-may receive information for products from Mattel and its partners.

In the coming months, marketers seeking to contextually target 'tween girls may flock to much like they have to Second Life. -- Tameka Kee

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