03 Jul 2007 0752H

My Design Barbie making a comeback?

Says this press release on BizJournals. (We wrote about My Design Barbie back in January.) But it’s disintermediating the entire online channel! FAO Schwarz is entering into the customized Barbie thing as a way to drive traffic to stores with an exclusive in-store experience. Of course it will be using touchscreens to put the doll together, so that will be interesting to see how kids and adults interact with it.

In that respect I think that move makes sense, it’s more immediately about the play experience, about making FAO Schwarz the third place for kids, and a great differentiator for a chain that really seems to have lost its way. Now to find the cross-channel strategy that could benefit both the online and bricks-n-mortar stores!

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