Mattel presentó Barbie Girls, un MP3 con forma de muñeca que se convierte en un personaje vivo en BarbieGirls.com, una página web donde las chicas pueden interactuar entre ellas de forma parecida a como se hace en Second Life, el mundo virtual para adultos.
La compañía espera que el nuevo juguete, con el que se puede navegar por internet, comprar y descargar música, enfriará la demanda de las descaradas muñecas Bratz, el producto de su rival de MGA Entertainment, una línea de muñecas cabezonas, delgadas y con ropa escasa y muy moderna.
El mayor fabricante mundial de juguetes también tiene en la mira los reproductores de música iPod, de Appley los Webkinz de Ganz, unos animales peludos de juguete que cobran vida en línea.
Mattel espera que el nuevo producto le ayude a recuperarse tras cinco años de caída en las ventas, mientras sus tradicionales clientas optaban por las Bratz o por aparatos de alta tecnología, como el iPod y los videojuegos.
Los reproductores Barbie Girls, que pueden tener hasta 120 MP3 y 240 canciones archivos WMA, saldrán a la venta en julio y costarán 59,99 dólares.
En BarbieGirls.com, los usuarios pueden personalizar el estilo y apariencia de su personaje. También pueden ir a una galería virtual o a una tienda de ropa, accesorios y muebles para su habitación virtual. Incluso pueden adoptar una mascota.
Para garantizar la seguridad de las niñas en los chats públicos, Mattel ha diseñado un vocabulario limitado de 2.000 palabras que se pueden utilizar en el sitio, diseñadas para prevenir la utilización de lenguaje sexual o palabras hirientes como “estúpido” u “odio”.
Los filtros también impiden a los usuarios dar información personal como nombres, números de teléfono o incluso las ciudades donde viven. Solo en las charlas privadas con una “mejor amiga” una chica podrá proporcionar información personal.
Mattel dijo que se asegurarán de que los usuarios son “mejores amigas”, pidiendo que uno de ellos conecte físicamente su reproductor Barbie Girls MP3 en el ordenador de su amiga.
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