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Toys Gone Virtual
Hot Wheels or the internet? With more than 90 million web users globally under the age of 18, many traditional toy companies don't want to make kids decide.
The latest interactive sites provide fun and games that tie in directly with the company's products. The goal is to build brand awareness with a new generation. These sites are built not only around the latest high-tech toys and games, but also around some going back more than 50 years.
All Dolled Up
For instance, what's more classic than Barbie? While the brand still carries immediate name recognition, that alone isn't enough to keep young girls interested. At Barbie.com, fans of the beloved doll can find a range of interactive fun. "Barbie.com allows girls to deepen their experience and relationship with Barbie as they immerse themselves into Barbie's world," says Neil Friedman, president of Mattel Brands.
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