The battle for the hearts of girls and their dolls is ramping up as Mattel has launched a new online community for girls and their Barbie dolls called BarbieGirls.com.
The new Mattel site features an online community where girls can create their own Barbie dolls and chat with one another in a similar way it's done in Second Life.
"I think it'll definitely be a catalyst for winning girls back," Reyne Rice, a toy trends expert at the Toy Industry Association said. "They can go on the site and chat with their friends, compare outfits -- rooms. It's right on target with what girls are looking for."
At the site girls can create their own avatars and customize their look. They are also able to shop around for the things girls typically like; clothes, accessories and even furniture for their own, unique room.
Mattel reported on Monday that their international Barbie sales were up by 2 percent, but in the U.S., sales dropped a huge 21 percent.
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