MATTEL: launches subscription service

Larger virtual world with additional content on offer for a monthly subscription fee.
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The virtual world, which boasts almost 13 million registered users, has launched its subscription based service, Barbie Girls VIP.

With a membership cost of $5.99 per month, subscribers have access to a virtual world that is four times larger than the basic version, along with new locations, games and experiences.

Chuck Scothon, general manager and SVP, Girls Division, Mattel Brands, said: "the success of Barbie Girls - particularly among older girls, with 85 per cent of our registered users over age eight - demonstrates that girls are looking for a new way to play with the brand they love and grew up with, just in a new format relevant to today's tech-savvy girls.

"With the launch of Barbie girls VIP we're giving girls games and an expanded Barbie Girls world. Online content is simply just a new toy, and we believe our quality content is well-valued with this new version of Barbie Girls VIP."

The site's Parents' Place, which launched in April, will be updated later this year to feature interactive content to encourage a dialogue between parents and children about the rules of playing online.

Scothen continued: "We know that while girls are the primary audience, it is critical that parents feel just as positive about their daughter's online experience at We want to provide both girls and parents the tools to have the safest anad best online experience possible.

"Every parent has a different level of familiarity with online play, as well as different rules for their daughter's online experiences. Our goal is to support each parent's and daughter's choices in the online world in a way unparalleled in the virtual space."


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