Barbie.com Turns the Girls' Online World Upside Down Today at Noon, Eastern Standard Time.

Business/Entertainment Editors

LOS ANGELES--(BUSINESS WIRE)--July 26, 2000

Girls, Parents and Internet Leaders Partner with Mattel to Bring the

Spirit of the Barbie Brand to a Creative, Interactive and

Empowering World Online

Infused with direct input from girls and parents across the country, the expert in girls -- Mattel -- teamed up with the experts in the Internet -- marchFIRST and Macromedia -- to redesign an online world that engages, enchants and empowers girls: Barbie.com.

Launched today at noon Eastern Standard Time, the preeminent site dedicated to girls inspires them to be creative and explore their individual interests through a variety of new interactive activities, while encouraging parents to be a part of their children's online experience.

"There are no limits to the world of Barbie and there are no limits to the online world," said Adrienne Fontanella, president -- Girls, Mattel. "The Barbie brand stands for girls and through the Barbie.com redesign, we have created a whole new community just for girls. The site provides a unique opportunity for the brand to interact with girls, as well as creates an ideal platform to deliver on our promise to engage, enchant and empower them."

At the forefront of the redesign is the "Barbie.com Board of Directors." Cheskin Research, over the past year, headed the Barbie.com Board of Directors who served as online ambassadors for girls nationwide. Comprised of girls ages 6-12 and their parents from both coasts, this body of creative, real-life minds participated in every step of Barbie.com's re-creation. They provided insight about how they preferred to navigate the Internet and what they liked and disliked about their favorite sites -- including the "original" Barbie.com site first launched in 1998.

"The changes made to Barbie.com are a direct result of feedback we've received -- and continue to receive -- from the Barbie.com Board of Directors," said Christina DeRosa, vice president of Web site & Media Content, Barbie/Girls' Division. "We were able to turn this real-life feedback into a revolutionary interactive world that is relevant to girls because they designed it."

In order to create the type of online environment girls and parents want, Mattel partnered with the cutting-edge leaders of the Internet design community -- marchFIRST and Macromedia -- to incorporate the "voice" of the girls. For six months, the Board was called upon to test the new design concepts, the site's navigational ease -- and of course -- its fun factor! Mattel carefully crafted the activities to help girls develop their dexterity and problem-solving skills, ultimately helping to build their self-esteem.

The result is a first-of-its-kind girls' Web site that uses the latest in Macromedia Flash and Generator technology -- giving Barbie.com a rich media interactive interface, with the play value of a CD-ROM. From online art and music to interactive games and fashion, girls of all ages and online expertise can navigate and interact with the site in a fun and safe environment.

"When Mattel asked us to partner with them, we knew that together we could change the way girls interact with the Internet," said Natalie Zee, interactive design director at marchFIRST. "We went beyond just creating games -- we created an interactive environment where girls can express themselves. Each activity not only engages girls, but it also prepares them for the digital future."

"Barbie.com is using Macromedia technologies to enable rich interactions with one of the world's top brands," said Tom Hale, senior vice president of product marketing for Macromedia. "Macromedia Flash, Shockwave and Generator enable Mattel to deliver a dynamic, rich media content to its highly trafficked site."

The New World of Barbie.com

When girls first enter Barbie.com, they discover an icon-based interactive world. Barbie welcomes you into her animated room that is full of magical activities. Each object -- from books and balloons to pictures on the wall -- is a clickable "gateway" into Barbie.com's online world.

    -- "Barbie Calendar(TM)" For up-to-date fun on Barbie.com, girls
        can check out the site's calendar for new and engaging
        activities that are updated weekly.

    -- "Storymaker" Girls can create their own story by selecting one
        of three originally created characters and deciding on their
        adventures by picking mood and setting.

    -- "Fashion Fun" Discover the latest fashions for real girls, and
        select fashions for Barbie and her friends.

    -- "Games" Puzzles and software and a shoe hunt, oh my! Girls can
        test their game groove here and demo the latest Barbie(R)
        Software for Girls(R) title.

    -- "Party" It's always a party at Barbie.com! Now more than ever
        girls can create their own party and mix the music tunes to
        make it jam!

    -- "Let's Print" From stationery and bookmarks to placemats and
        picture frames, girls can have hours of fun with these
        printable pretties!

    -- "Parents" Features anecdotes from real moms. They share their
        childhood Barbie memories and Barbie experiences with their
        daughters today.

About marchFIRST

marchFIRST is a leading global professional services firm that creates winners in the new digital economy by helping companies build visionary brands, business models, systems and processes. This multidisciplinary approach empowers companies to transform their business, drive innovation and become market leaders. Headquartered in Chicago, the Company has approximately 9,000 employees in 14 countries worldwide. Its Web site is www.marchFIRST.com.

About Barbie and Mattel

Since her creation in 1959 as a paper-doll-inspired friend, the Barbie doll has achieved the title as the most popular fashion doll ever created. She's held that title by adapting her look, lifestyle and fashions to meet changing times. The Barbie brand has no limits. So whether on the high fashion runway or the information super highway at Barbie.com, Barbie best celebrates the girl in you!

Mattel, Inc. is a worldwide leader in design, manufacture and marketing of family products. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and markets its products in more than 150 nations throughout the world.