MUMBAI : Barbie is more than just a beautiful face, and over the years she has become a ‘fashion icon’ for young girls around the world.

Mattel Toys India Pvt Ltd and Rajshri Media Pvt Ltd recently announced that they would present Barbie Entertainment properties to mobile phone users in India all through this year. The content is available on all leading mobile networks in India and can be accessed by any GPRS enabled mobile phone.

“With over 90 million mobile subscribers in India growing at a scorching pace of 5 million a month, the mobile phone is fast becoming a very important touch point with consumers. The mobile phone is a communication, entertainment and lifestyle device, all rolled into one. Rajshri is delighted to associate with Mattel Toys, in a joint endeavor to extend the Magic of Barbie to mobile phone users through a compelling and innovative suite of mobile entertainment products”, says Rajjat A. Barjatya, Managing Director, Rajshri Media (P) Limited.

Rajshri recently launched three Barbie blockbuster movies, Barbie Fairytopia Mermaidia, Barbie Diaries & Barbie and the Magic of Pegasus, across all leading mobile networks in India. A complete suite of mobile entertainment properties from these most recent movies is available in the form of wallpapers, animations, themes, mono tones, poly tones, SMS tones, true tones, video clips and MMS Clips / M-Cards.

Rajshri and Mattel are also planning promotional contests and innovative activities with mobile operators to create excitement. Barbie has already made a fantastic debut on this exciting new media, cutting across ages and winning hearts of mobile users all over the country.

Sanjay Luthra, Managing Director, Mattel Toys India Pvt. Ltd said “In order to promote the new movie offerings from Barbie, the range of Mermaidia Barbie Doll, the friends-dolls (characters from the movie), play sets (supported by licensed consumer products such as Sleepwear & Innerwear), storybooks, VCD, DVD, role play costumes, toys and 2.5 feet “My Size” Jigsaw ‘Barbie Mermaid’ puzzles are available at leading retail stores. Experiential Marketing is an important element of brand strategy; and toys and related licensed merchandise, enhance that special experience for kids with their favorite brand. Mobile content is one more avenue to reach out to parents’ who are trying to keep up with their tech-savvy kids.”