BarbieGirls from Mattel to challenge virtual worlds
(orginally for Satama Research Blog)
Barbie’s parent, the world’s largest toymaker, on April 27 unveiled its newest Barbie initiative called “Barbie Girls” which meshes together the online and offline play experience for girls.
If from the Finnish angle you look at this, they are trying to challenge HabboHotel audiences or even younger generations. Similar to Lego approach. Children are online, they are built to be hooked to brands (also onlin) already from early ages.
Any other similar concepts out there?