"If Mattel's online community is successful -- with penetration similar
to Webkinz -- we estimate maximum annual sales potential of about $100
million, or about 3 cents a share," Oppenheimer & Co. analyst Lisa
Bolton Weiser wrote in a research note.
"I think we've got a hit on our hands," said Reyne Rice, a New
York-based toy trends expert at the Toy Industry Association. "You've
got music, you've got fashion and you've got online -- all these
components tied into today's girls."