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Mattel Canada begins Barbie my Dreams promotion

Mattel Canada of Toronto has launched an online initiative for its Barbie brand called "Barbie my Dreams." Developed by TrojanOne, the effort is intended to be an interactive brand experience exclusively for Canadian consumers. The website, located at <http://www.barbiemydreams.com>, is aimed primarily at girls and mothers. Visitors to the site can browse Barbie products and add what they like to a "DreamBoard." The site will also offer monthly contests. Currently, users of the site can receive invitations to a pre-screening of an upcoming movie called "Barbie The Pearl Princess."

"Mom and daughter have been playing with Barbie together for over 50 years," said Alicia Sumar, Barbie brand manager at Mattel Canada. "With Barbie my Dreams there's a whole new way to play. Mattel is thrilled to launch an intuitive, on-trend and interactive online platform which brings the world of Barbie and friends to life for Canadians in a whole new way."

The initiative is being conducted in association with communications agency GCI and media planning firm Carat.

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