A One-of-a-Kind Retail Experience Allows Girls to Create Personalize Barbie® Dolls
NEW YORK CITY (June 28, 2007) -- FAO Schwarz is renowned for introducing some of the most beloved and imaginative toys to market, and it is continuing this storied tradition with the grand opening of the Styled by Me Barbie® boutique - a 1,500-square-foot, one-of-a-kind retail experience where girls can customize their own Barbie® doll.
The centerpiece of Styled by Me Barbie® are two large Barbie® doll styling stations with eight interactive touch screens that guide girls through a step-by-step design process that lets them select a doll, fashions, accessories, a doll case and a gift for themselves. The possibilities are nearly limitless as girls can choose from among seven Barbie® dolls and friends featuring different skin tones, hair colors and styles, as well as from a "closet full" of runway and real world-inspired fashions and accessories to create highly-personalized Barbie® dolls. Styled by Me Barbie® dolls will be available for an average retail price starting at $65.
"FAO Schwarz is dedicated to letting children personalize toys in a way that reflects their dreams and aspirations. Styled by Me Barbie will let patrons make their fantasies real and will undoubtedly be one of the highlights of our store," said Ed Schmults, Chief Executive Officer of FAO Schwarz.
After styling out their Barbie® dolls, girls can debut their newly styled doll in a mini "fashion show," in which each customized Barbie® doll will appear from behind a screen, "walk" down the miniature working runway and, ultimately, strike a pose for her audience. Like any premier fashion show, two large screens on both sides of the runway announce each girl's newly styled Barbie® doll using fun animations and music. The new Styled by Me Barbie® doll also comes with an exclusive carrying case. A variety of Barbie® dolls and playsets, licensed apparel, as well as accessories are also available for purchase in the Styled by Me Barbie® Boutique, enhancing the Barbie® experience.
Aspiring fashionistas can now join the exclusive list of more than 60 celebrated designers who have dressed Barbie® doll, including Anna Sui, Badgley Mischka and Diane von Furstenberg.
"Barbie® has always been on the forefront of reflecting cultural and fashion trends, and today we combine fashion and technology for the first experience of its kind for girls," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel. "With styled by me we've created an unparalleled retail experience based on the rich fashion heritage of the Barbie brand and the personalization and customization that today's girls love,"
About FAO Schwarz
Turning 145 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than 2.5 million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz. Under the direction of CEO Ed Schmults, the company has launched a number of new initiatives that will make FAO Schwarz's future as vital as its storied past.
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.
Copyright © 2007 FAO Schwarz Inc, 875 Avenue of the Americas 20th Floor, New York, NY 10001. FAO Schwarz is a licensed trademark of the F.A.O. Schwarz Family Foundation
MATTEL, BARBIE and associated trademarks and trade dress are owned by Mattel, Inc. © 2007 Mattel, Inc. All Rights Reserved.