Just at a time when kids prefer to go online and join virtual communities and play with their virtual pets, Mattel is launching today its site for BarbieGirls.com as the first-ever global online community designed exclusively for girls and celebrates another “first” for the Barbie brand in launching new forms of media and entertainment.

“Since 2000, Barbie has been a leader in emerging media – from the launch of Barbie.com which now celebrates 65 million monthly visitors to the tremendous success of our direct-to-home entertainment, dating back to 2001 when toy-driven entertainment for girls was a breakframe idea,” said Chuck Scothon, general manager and senior vice president, Girls, Mattel Brands. “Barbie again leads with the introduction of Barbie Girls and what promises to be the next generation of girls’ play with a first-of-its-kind experience.”

Designed to be a safe place for girls to play and interact online, the beta version of BarbieGirls.com gives girls the creative power to customize their own virtual character, design their own “room,” shop at the mall, play games, hang out and chat live with other girls. Later this month, the entire Barbie Girls platform and the full range of the BarbieGirls.com web site features will be revealed at a global launch event.

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