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And yet another new face of Barbie! This Barbie has just hit the US retail shelves this week, and it promises a lot of high-tech excitement. The world’s favourite doll is now going to be fully loaded; she is also going to double up as an MP3 music player! Not just that, if one plugs her feet into the iPodesque docking station that she comes with, she unlocks pages and pages of games, virtual shops and online chatting functions on the BarbieGirls.com website. But whatever content one surfs for will be charged, and the new doll is a roundabout way of charging for online content. Instead of asking young web surfers to punch in their parents’ credit card numbers, BarbieGirls.com and other sites are sending customers to a real-world toy store first. There is a reason why every little girl’s favourite doll has suddenly gone so hitech. While sales of dolls have been going down, electronic sales of gadgets have been increasing rapidly. So what better way to hike sales than installing something that is bound to grab the eyeballs?
According to TheNew York Times, “With children’s leisure-time habits shifting online, toy companies are responding with new productsthat can be construed as fun, both online and offline. That Barbie in the docking station? Go to a physical store and buy her an extra outfit, and you get access to even more web content.” Nice play, Barbie!
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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