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...company reported a healthy 10% gain in third-quarter profits, most of its toy lines are mature, and for them to grow, they must be constantly revitalized, particularly in the U.S. Rebecca Runkle, a Morgan Stanley analyst who has watched toymakers scramble in the digital age, calls the new CD-ROMs a strategic coup. "With the fantastic brand recognition Mattel enjoys, this is a tremendous opportunity to expand," she says. "No traditional toy company today can ignore computer technology...
Some educators dismiss as simplistic and overdone the notion that girls eagerly await such "feminine" software as Barbie CD-ROMs. With homework, soccer practice and Girl Scout meetings already on their calendars, many girls don't lack for activities. And when they do try their hand at video games, their tastes can run to Mortal Kombat as well as to Oregon Trail. That hardly shocks Marsha Kinder, a professor of critical studies at the University of Southern California School of Cinema-Television. "Those who are urgently trying to reach females end up reinforcing sexist stereotypes, such as 'Girls like cooperative...
...girls between the ages of three and 10 own at least one Barbie doll, and the average girl owns a total of eight. Moreover, some 3 million girls who own Barbies have access to home computers, so it's not hard to imagine them clamoring for the new CD-ROMs. Analyst Taylor predicts the company will sell 200,000 of the programs this holiday season and could meet its goal of 1 million units in the coming year. Just to make sure, Mattel is spending an estimated $2 million to advertise the software on TV shows. The theme: "Computers...
...such as Girl Games and Her Interactive, two new developers of multimedia titles for girls, are cheering Barad on. "Mattel can do some great things to expand that market for all of us," says Mauricio Polack, director of sales and marketing for Her Interactive, which last year unveiled a CD-ROM called McKenzie & Co. that is based on high school life. "Mattel is riding on our coattails to a certain extent," Polack says, "and then we'll ride on Mattel...
...ship is Sun's JavaStation, a sleek, streamlined machine designed to make maximum use of the Java language (which Sun developed) and the vast storage capacity of the Internet (which runs largely on Sun's computer servers). Unlike most PCs, the JavaStation has no hard drive, doesn't play CD-ROMs and takes no floppies. Users are supposed to store their personal files on the servers and download whatever little application programs (or "applets") they need directly from the Net. The price of the base machine, with one fast microSPARCII chip, starts at $750. By the time...