Mattel unveils Barbie iDesign

New interactive gaming experience debuts at the 2008 Consumer Electronics Show (CES) in Las Vegas.
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The Barbie iDesign features a CD-ROM computer game, USB-connected scanner and 200 collectible cards.

The range of cards includes different hairstyles, tops, bottoms, dresses, shoes, accessories and fashion models. When scanned and loaded onto a computer, players can enter different modes of play such as the Design Studio, Fashion Runway and Designers Club.

Rosie O’Neill, spokesperson, said: “Based on the success of Barbie Girls, we know girls love experiencing the core play elements of the Barbie brand in a tech-based way. Barbie has had a nearly five-decade long relationship with girls because she continues to evolve as girls evolve. The launch of Barbie iDesign and the expansion of demonstrate Mattel’s continued commitment to delivering category-leading play experiences by staying at the forefront of girls’ trends.”

Currently available in the US, price points for the game and accessories range between $4.99 and $29.99. There are no details yet on UK availability.

Mattel is participating at the CES’ Sandbox Summit, a series of conferences on how technology influences the ways children play and learn. 


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