Mattel's ambitious new Barbie brand extension - www.barbiegirls.com - has got off to a cracking start, with some three million members signing up to the online virtual world in its first two months of existence.
In addition, Mattel is apparently adding new users at the rate of 50,000 a day. And the MMO is still just in its Beta version.
BarbieGirls.com has been pitched by Mattel as the world's first global online community designed exclusively for girls. When a girl registers on the site, she can create a personalised virtual character, design her own room, shop with B Bucks (virtual money) that she earns, play games, watch videos and have real-time chats with other girls.
Girls can create their own virtual characters by choosing from character combinations of fashions and accessories, as well as stylish faces, expressions and hairstyles. Personalisation also extends to each girl's room, with combinations of room colours, floors, backgrounds and furniture offered. Profiles can be changed at every log-in and customisation is limitless. Girls can then chat live with other registered users.