THE ROVING EYE.

"WHAT's Her Face" isn't quite the looker that Barbie is. In fact, this doll doesn't even have a face.

Mattel Inc. has big hopes for the line of faceless dolls that allows girls to draw or stamp on features, erase them and then tart over. The El Segundo-based toy maker launched national television advertising campaign last week promoting the dolls that recently began appearing :on toy store shelves throughout the United States.

"The first time we saw it, we were like, 'Wow, she has no face,"' said Sarah Silverman, vice president of marketing for girls' toys. "(But) we thought there was something there."

The dolls are meant to appeal to girls aged 5 to 10. Silverman said the dolls give girls a chance to express themselves because they can make the dolls "whoever they want her to be." "Girls love to draw and they love fashion dolls, so it's sort of a natural fit," she said.

The dolls have been selling fairly well at FAO Schwarz in the Glendale Galleria, said store manager Marie Hidalgo. "It's crafty. It's trendy," she said. "It's a diverse little toy so (kids) don't get bored with it."

The line consists of four dolls -- "Sweet," "Glam" "Cool" and "Hip" -- each of which sell for about $16. Each doll comes with sets of markers and stampers for creating a face and two wigs.