Mattel inspires digital fashion designers with latest Barbie range

Mattel has unveiled its latest digital Barbie Girls product, which allows users to become computer fashion designers. Barbie iDesign is a fashion design game that features a CD-ROM computer game, USB-connected scanner and 200 collectible cards.

Mattel has unveiled its latest digital Barbie Girls product – called Barbie iDesign, which allows users to become computer fashion designers.

Barbie iDesign is a fashion design game that features a CD-ROM computer game, USB-connected scanner and 200 collectible cards.

The cards include different hairstyles, tops, bottoms, dresses, shoes, accessories and fashion models. When scanned and loaded onto a computer, players can use the various designs to dress Barbie and other characters.

The game features different game-play options including Design Studio, Fashion Runway and Designers Club.
The iDesign, the latest “barbie tech” launch, builds on the success of Barbie Girls, a product that combines a real world, doll-inspired music device with a virtual world platform.

BarbieGirls.com, a global, virtual world designed exclusively for girls, is thought to have about 9.5m registered users worldwide and has been described as the “fastest growing virtual world ever”.

A Mattel spokesperson, says: “Based on the success of Barbie Girls, we know girls love experiencing the core play elements of the Barbie brand in a tech-based way.”

Recommended

What lies ahead for Bogle’s successors?

Marketing Week

It’s a tribute to the creative energy and international importance of so small a company as Bartle Bogle Hegarty that the appointment of a new group chief executive should make a major splash in the Financial Times this week. After all, the company is not even publicly quoted, and the one scrap of information that […]

Macdonald Hotels raises focus on DM in overhaul

Marketing Week

Macdonald Hotels and Resorts is increasing its focus on direct marketing and consolidating its below-the-line budget into a single agency as part of an overhaul of its marketing strategy. The company, which owns 40 hotels across the UK, has appointed London-based agency Wand to handle its direct response, direct marketing and door-to-door marketing. The agency […]