In an attempt to steal the hearts and minds of Britain tweenies, Barbie is funding 8 hours of live programming on Sky One mix. Created by Initial TV, "Its a girl thing" is part of Mattels' strategy to keep Barbie ahead of young pretenders such as Bratz. Working with a panel of 9-11 year olds, the content focuses on topics such as bullying, tetx messaging and celebs. Read more at Media Guardian
Its worth remembering that Mattel was one of the very early movers in AFP with their programming for He Man & Masters of the Universe in the early 80s which was hugely influential in the convergence of toys and childrens TV programming.