"We Believe In Girls" Addresses State Of Girlhood Today

Global Effort and New Website Inspired by Barbie® Encourage Parents of Girls to Weigh in on Critical Issues, Express Their Points-of-View and Get Advice From Other Parents and Experts Online

El Segundo, Calif.- As girls today grow up too fast, dress up too fast and skip past the simple joys of "girlhood" way too fast, there is a growing worldwide concern about how parents can slow down their daughter’s race to be older younger. Today, a new global online forum "We Believe in Girls" (www.WeBelieveInGirls.com), inspired by the Barbie® brand, is the first to give parents a voice on the matter and an opportunity to actively engage in a discussion about the state of girls around the world today. In fact, parents can take immediate action by logging on to the site’s community poll and weighing in about the top concerns and societal issues they face with their daughters everyday. The poll results will then help shape the content of a global research study this summer that will survey parents in 10 countries. Taking the feedback one step further, the results of the study will ultimately refine and inspire the future focus and direction of the We Believe in Girls effort.

Beyond its role as a forum for a global discourse, WeBelieveInGirls.com is the only website specifically designed for parents of girls where they can also find "live" solutions from other parents and experts and learn how to encourage girls to imagine, initiate and succeed with their dreams. It blends the Barbie® brand’s 48 years of inspiring girls with the expertise of an internationally diverse group of parents, who are also authors, academics and business leaders, to create an engaging online community that is committed to the future of girls. In addition to collecting real advice from real parents, the website is augmented with relevant articles, website links and an engaging array of diverse parenting points-of-view from around the world.

"Because Barbie is the No. 1 brand connecting girls globally, we believe it is our responsibility to start a dialogue about what happens next with girls, to help shape their future and stand up for the importance of girlhood" said Chuck Scothon, general manager and senior vice president, Mattel Brands, Girls and father of a young daughter. "’We Believe in Girls’ is a simple yet powerful movement that lives in the hearts, minds and now in the hands of parents and experts worldwide. With their input and feedback, our job will be to listen and continue to find new ways to engage and inspire parents and girls around the world to carry on the conversation"