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FAO Schwarz Opens Styled By Me Barbie Boutique: Whining By Tweens Already Starting
 FAO Schwarz has just opened a paradise for Barbie doll lovers. The new 1500 square foot retail experience is called Styled By Me Barbie Doll and it's located at the toy store's Fifth Avenue location in New York City. So what happens inside this Ode to Barbie? The official release tells all:
The moment they arrive, girls of all ages will be captivated by two large Barbie doll styling stations, complete with eight interactive touch screens that guide girls through a step-by-step design process to personally select a doll, fashions, accessories, a doll case and even a gift for themselves. The possibilities are nearly limitless as girls can choose from among seven Barbie dolls and friends featuring different skin tones and 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.
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. Styled by Me Barbie dolls will be available for an average retail price starting at $65.
"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."
"For nearly 150 years, FAO Schwarz has provided families with memorable, enchanting shopping experiences, and we're thrilled to open the styled by me Barbie boutique, designed specifically for today’s generation of girls," said Ed Schmults, Chief Executive Officer, FAO Schwarz. Styled By Me is the ultimate celebration of our long-standing relationship with Mattel and Barbie and a prime example of our joint commitment to bring fresh, new ways to bring children's dreams to life."
Those sneaky marketers at Mattel -- now they've done it. We are going to have to head to Manhattan to see this. It's just too exciting an idea for a Barbie fan. The fashion show alone makes it worth it! And what do you want to bet that FAO Schwarz will -- for a small fee -- rent out the space for the best Barbie Birthday Bash Ever?? Bob Mackie better watch out, because we are ready to style a specialty Barbie that will make his Cher doll look like Plain Jane.
Posted on July 5, 2007
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