Wednesday, September 30, 2009

Mattel Reveals New 'Dora Links' Doll

NEW YORK, Sept. 29 /PRNewswire-HISPANIC PR WIRE/ -- After months of anticipation, Mattel, Inc. (Nasdaq: MAT) revealed the new Dora Links doll today for girls ages 5 - 8, as the complete line of Dora's Explorer Girls dolls and accessories hits store shelves. The new age-appropriate, 13-inch doll, featuring Dora as an older girl, is an exciting addition to the existing Dora the Explorer preschool TV program and product lines -- and is infused with the Dora the Explorer 'difference': adventure, friendship, learning, empowerment and teamwork. Now Dora and her four new friends solve mysteries and work together in their online world at http://www.doralinks.com.

"We're thrilled to present the new Dora Links doll," says Mattel vice president, marketing, Gina Sirard. "The entire Dora's Explorer Girls collection speaks to the way older girls want to play today, while including all the cool, empowering attributes that have made Dora such a global and groundbreaking phenomenon."

Dora Links, the cornerstone of the new Dora's Explorer Girls collection, is an interactive, computer-compatible doll. Dora and her four best friends -- Naiya, Emma, Kate and Alana -- live in the robust online world of Puerto Verde, a fictional beachside city, where the girls go to school, get involved in their community, help friends, and work together to keep their home clean and green.

"Dora's Explorer Girls is an appealing and engaging expansion of one of the most popular preschool franchises of the past decade," says Chris Byrne, content director, TimetoPlayMag.com, aka The Toy Guy(R). "Combining beautiful styling, age-appropriate stories and a delightful way for girls to grow up with a best friend, this innovative brand extension also provides diverse on- and offline play options, adding to its appeal and relevance to older girls."

Dora Links offers an exciting innovation in computer-connected play -- appealing to a new generation of technologically savvy kids. As girls play online, they can customize their doll and watch as she magically transforms right before their eyes.

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