Wednesday, August 8, 2007, The First Global Virtual World Designed for Girls, Celebrates 4 Million Registered Users, Making It the Fastest Growing Virtual World Online

EL SEGUNDO, Calif.--(BUSINESS WIRE)--Within just three months of its launch, (
has become the fastest growing virtual world, touting 4 million
registered users to-date and growing by an average of 45,000 girls per
day. This week, looks to build on this unprecedented
growth with the highly anticipated debut of the Barbie Girl
device. Rolling into stores now, with a suggested retail price of
$59.99, the multi-functional Barbie Girl
device will be one of the most exciting tech gadgets introduced for
girls this year, functioning as a portable music/MP3 player, next
generation fashion doll and a key
to unlock exclusive play features and trillions of character and room
combinations on the popular website. The portable,
doll-inspired Barbie Girl device connects
to a girls computer via a USB-enabled
docking station and allows girls on to adopt pets, such
as a puppy, bunny or monkey; enter exclusive hangout spots within the
world; buy or gift
special fashions, including everything from a tiara to a cowboy hat; and
decorate their rooms with girl-favorites such as an aquarium, tiki hut,
and even a juke box that plays music.

In addition to unlocking trillions times more play on
(on top of what is already a robust play experience for non-Barbie Girl
Device owners), the sleek, handheld 4 ½-inch
Barbie Girl device is a music player for
MP3- and WMA-file songs. Not only a music player but also the next
generation of fashion doll play, the Barbie Girl
device features a range of snap-on, mix-n-match fashions and
accessories, so girls can customize and style out their Barbie Girl
device, while also making a fashion statement of their own with clip-on
earrings and beads for the devices

Barbie continues to lead and evolve as the
way girls play evolves, and Barbie Girls has proven to directly deliver
against what todays girl wants, combining
the perfect trio of fashion, music and an online virtual world,
said Chuck Scothon, general manager and senior vice president, Girls,
Mattel Brands. We are thrilled to be the
first global, virtual online world designed exclusively for girls and
offer girls an unparalleled online/offline hybrid play experience.

Barbie Girls
Biggest Bit of News in the Online World

In late April, the beta version of launched globally,
providing girls with virtually
everything they could want online, including giving girls the
opportunity to create a highly personalized avatar and move
it throughout the Barbie Girls world,
design their own rooms, shop with B Bucks (virtual currency) that girls
can also earn, play games, watch videos and have real-time chats with
other girls online. With 4 million users registered to-date, the site
has been a runaway success in its beta phase and is scheduled to come
out of beta in late August, receiving notice by industry experts.

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