New High Tech Barbie Takes On Competitors – And The iPod

She’s survived the swinging 60s, women’s liberation, changing fashions, changing jobs and even a break-up with Ken.

But can Barbie take on the iPod?

The little doll that made Mattel a big fortune is getting ready to challenge all comers with a new idea designed to boost sagging sales in a technologically savvy kids’ world.

The latest version of the Barbie Doll isn’t a doll at all. It’s an MP3 player shaped like the ubiquitous toy and it’s designed to pull young girls away from such upstart and highly successful competitors as Bratz and Webkinz, both of which have hurt sales of the 48-year-old icon.

The new character turns into a ‘living doll’ at the company’s BarbieGirls.com website, putting technology into what has for years been little more than a piece of svelte-shaped plastic.

Her MP3-loaded body can play 120 songs or 240 in the Windows Audio format, and will sell for just under $70 in Canada. 

And of course, there will be a host of accessories the kids will bug their parents to buy – although in keeping with the changing landscape, all of them will be available for purchase online.

The new concept was introduced on Thursday to rousing reviews from the industry.

“I think we’ve got a hit on our hands,” agrees Reyne Rice, a toy trends expert. “You’ve got music, you’ve got fashion and you’ve got online — all these components tied into today’s girls.”

“If Mattel’s online community is successful … we estimate maximum annual sales potential of about $100 million,” adds analyst Lisa Bolton Weiser.

Barbie has been queen of the toy box for a long time, but the Bratz line, which features scantily clad female replicas, has put a beating on the old gal’s sales.

This latest initiative is designed to help retain the traditional respectable aspects of the character while moving her into modern times.

“After the implosion of Lindsay Lohan and Britney Spears, Barbie seems like this wholesome, wonderful thing now,” advises toy industry consultant Christopher Byrne. “Bratz really got a lot of momentum from tying into those people.”

It’s small wonder Ken has seemed so distracted.

The new Barbie hits the market in July.

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