Barbie iDesign

Manufacturer: Mattel
Ages: 5 and up
Suggested Retail Price: $4.99 - $29.99
Available:  Toy and retail stores nationwide as well as online e-commerce sites

Launch Date: January 2008
Date of Review: January 2008

What It Is

For the past 49 years, Barbie has always changed to reflect the lives of girls and
the ways they play. That’s what has consistently made her relevant. Today, that means looking beyond traditional fashion doll play without abandoning the core experiences of fashion play, aspiration and imaging being more grown-up.

Last year, Mattel unveiled its Barbie Girls unit and Web site, one of the most sophisticated and play-rich sites for girls introduced in the last year. This year, Barbie goes high tech in a different way with Barbie iDesign.

At the core of iDesign is the Ultimate Stylist CD-ROM Game ($29.99) that relies on transparent fashion cards and a USB scanner to upload clothes, accessories, hairstyles, and more onto a computer. Once uploaded, kids can choose one of three models (Barbie, Teresa, Nikki) and create their own outfits by layering the elements of the individual cards. Once the look is complete, kids can orchestrate and execute their own fashion runway shows or create a magazine layout.

There are 50 cards that come with the set, each with a unique barcode and photo reflective sensors that allow the cards to be swiped and added to the digital closet. Kids can buy more cards—200 in all—that can be mixed, matched, and layered to create thousands of different looks. Since the cards are transparent, kids can even lay them on top of each other before scanning to get an idea of what a completed outfit will look like or for stand-alone play.

Why It's Fun

One reason iDesign is so much fun is because of the nearly limitless (Mattel says more than 21 million.) combinations of cards that can be used to create the outfits. It’s immersive, interactive play that stimulates the imagination but is consistent with girls who are spending much of their leisure time on the computer. It’s fast and easy to change looks, and the story line of getting ready for a fashion show provides a jumping off point for imaginative play.

Who's Going To Love It

Scanning the cards and using the software to create outfits and fashion shows is fairly simple so that younger Barbie fans should be able to quickly begin playing
with the CD-ROM game. The high level of creativity and ability to create unique outfits will also appeal to older kids who are probably no longer interested in traditional Barbie dolls.

What To Be Aware Of

The CD-ROM Game comes with 60 exclusive fashion cards. In addition, cards are sold separately in themed packs of 15 ($4.99). Themes include Rocker, School, Party, Princess, Beach and Sporty. The 35 cards that come with the Slide 2 Style Sorter will also work with the CD-ROM game.

In addition to the CD-ROM Game, there is also a non-electronic Slide 2 Style Sorter ($14.99) that will allow kids to create looks without the computer. The sorter includes 35 exclusive scannable cards and is comprised of two adjacent windows – one to display the model card and the other to cycle through the clothes and accessories.

Product Images

Slide 2 Style Sorter

Fashion Cards