Mattel unveils customisable range of dolls

US toy giant Mattel is hoping to repeat the success of its famous Barbie doll with the launch of a range of fashion dolls, designed so that kids can customise their hair and make-up.

The What’s Her Face dolls come with a set of wigs and erasable coloured markers, which can be used to stamp various expressions onto their smooth blank faces.

The range, which will be launched in the UK next month, consists of four different dolls, called “Sweet”, “Glam”, “Cool” and “Hip” aimed at fiveto 13-year-old girls.

The launch will be backed by a ten-week TV advertising campaign created by Ogilvy & Mather, which breaks on September 17. Media buying is handled by MindShare.

Mattel has also teamed up with children’s charity Barnardo’s to get celebrities to customise What’s Her Face dolls, which will be sold at a charity auction in December.

This week, the company is unveiling a website dedicated to the range that contains interactive activities, which allow visitors to create music and crafts projects, as well as learn about the latest styles, trends and fashions.

The site also invites girls to share their most embarrassing moments and includes an interactive game that reveals the perfect crush.

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