Be-Bratz Virtual World to Rival BarbieGirls on August 1
On Aug. 1, MGA Entertainment will release Be-Bratz.com, a virtual world based on the Bratz dolls, reports the Wall Street Journal. The site is targeted at girls 8 to 12. Barbiegirls.com, which has been online since April, has over three million registered users, though there are reports that it may not be able to sustain growth. 95% of registered users on Barbiegirls.com are 8 and older, Mattel says. Both platforms are unique in that they not only target children through a virtual world, they do it through real-world toys.
The Be-Bratz site is accessible only through a $29.99 Bratz doll that comes with a USB key. BarbieGirls is available for free to anyone who wants to play, though certain areas and experiences will be off-limits to users who haven't purchased a $59.99 Barbie-shaped MP3 player.
The two worlds are competing for users, but Barbie may have the upper hand. The Journal reports that the MP3 player tie-in is part of a goal to win back older girls who prefer consumer electronics to dolls.
That might be wise. In a similarly themed story, the New York Times reported today that "While sales of dolls, action figures and outdoor toys are down, electronics sales to children were up 16.6 percent over the last two years as of May, the latest month available from the NPD Group, a research firm that tracks retail trends. The total toy industry’s annual sales were up just 0.8 percent in May, compared with two years ago."
In Be-Bratz, users will be able to choose a screen name and customize a Bratz avatar. They'll also have the opportunity to buy virtual clothes through an online store with currency earned by playing Bratz games.
BarbieGirls will launch in five languages, including Spanish and Portuguese, in late August, and Mattel says that about 40% of the current beta users are outside of the U.S.
Neither company would told the Journal the costs of the platforms, but both invested in two-year research and development time lines, in-house design operations, outside programmers, and focus groups.
Hi bratz
what up
I will probably see the movie
Posted by: Diana | August 02, 2007 at 06:42 PM
HI BRATZ MY NAME TAMARA.MY FRIEND AND I ARE GOING TO SEE YOUR MOVIE.MY FAVORITE CHARATER IS YASMIN.
Posted by: TAMARA | August 06, 2007 at 04:08 PM
HI BRATZ MY NAME TAMARA.MY FRIEND AND I ARE GOING TO SEE YOUR MOVIE.MY FAVORITE CHARATER IS YASMIN.
Posted by: TAMARA | August 06, 2007 at 04:09 PM
Posted by: carley | October 12, 2007 at 02:13 PM
hey glad you came up with be bratz thanks i really love it
Posted by: satin | October 25, 2007 at 04:56 PM
Hey what´s up! I love your website BE BRATZ .COM ! we are moving and I am going to docorate my room of BRATZ!!!! CIAO!!
Posted by: jackie | October 30, 2007 at 06:36 PM
I need someones password and user name please tell me
Posted by: nora | November 05, 2007 at 06:26 PM
I need someones password and user name please tell me
Posted by: nora | November 05, 2007 at 06:26 PM
be bratz is so cool i love the games they are all so cool and i love my page!
Posted by: kirsty | November 17, 2007 at 05:15 AM
hi my name is chelsea .my favorite charater
Posted by: chelsea | November 24, 2007 at 12:01 PM
Hi my username is Lollyloo444 my be-bratz girl is called Capricorn-Lolly.
Posted by: Laura | November 25, 2007 at 12:13 PM
I LOVE U!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Posted by: Angie | December 01, 2007 at 05:28 PM
Posted by: Angie | December 01, 2007 at 05:30 PM