Barbie's gone digital. She's wearing a new dress outfitted with programmable LED lights that let her change her look on a whim.
"Today's girl is tech-savvy, and we created a Barbie doll that utilizes technology to provide a new way to play with Barbie," Mattel said in a statement provided to TechNewsWorld by Ketchum's Jamie Haley. "Girls will like this doll because it allows them to be creative and tap into their inner fashion designer by creating their very own digital fashions."
The Barbie Digital Dress doll makes use of two technologies: a resistive, pressure-sensitive touchscreen; and tri-color LEDs that act like pixels in a television to create a variety of colors. The dress is made out of a special translucent fabric so that designs can be seen clearly through it. It's a fashion update that Mattel hopes will continue Barbie's penchant for trendsetting.
"Barbie has been a fashion icon for more than 50 years, and wearable technology has been center stage for life-size fashion this year," said Mattel. "This doll blends technology and traditional doll play in an unexpected way that parents and children can both appreciate. To date, Barbie fans of all ages have appreciated the high-tech take on the iconic doll."
The Digital Dress Barbie is part of a strategy intended to bring the iconic doll and her accessories into the digital age.
"Barbie is always looking for new ways to connect to today's girl, and you'll see that the pink portfolio will continue to expand with additional tech-focused offerings including the Digital Makeover product -- a mock vanity that works with an iPad giving girls a fun way to play with color," said Mattel.
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