goes live in Europe

Mattel's virtual world now available in five more languages.
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The success of Mattel's portal continues to grow, with sites in five additional languages and new digital merchandise rolling out.

From August 13th, girls will be able to access the popular online social network in French, Italian, German, Spanish and Portuguese, accentuating the site’s global reach.

Registration is continuing to soar at a rate of 45,000 girls a day, according to Mattel, with a total of four million users to date.

The BarbieGirls multimedia device has also hit stores - the latest attempt by Mattel to further entice girls into the global phenomenon. The next generation fashion doll, which comes with accessories, is also an MP3 player which enables children to gain access to exclusive features on the website.

Chuck Scothon, general manager and senior vice president, Girls, Mattel brands, said the firm has created an “unparalleled” play experience for girls, online and offline.

“Barbie continues to lead and evolve as the way girls play evolves, and BarbieGirls has proven to directly deliver against what today’s girl wants, combining the perfect trio of fashion, music and online virtual world,” Scothon said.

The MP3 player has 512MB on board memory and can hold a memory card up to 2GB. A 1GB version of the player will be available at the beginning of October.

The website is expected to be out of beta phase by the end of August.



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