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Emerson, Mattel Team For Barbie Line

Parsippany, N.J. — Emerson Radio has entered a licensing partnership with Mattel to produce a line called Barbie Real Electronics.

The line will be targeted at girls aged 4 to 8, and each product will be designed to reflect the Barbie brand.

“This partnership with Mattel combines the overwhelming popularity and appeal of the Barbie brand with Emerson’s vast experience and reputation for quality in the consumer electronics marketplace. Together we have created an exciting line of high-quality, kid-friendly products which embrace the vitality of the Barbie lifestyle,” said Robert Bandel, sales senior VP at Emerson.

According to a release announcing the partnership, the line will feature a wide range of products including personal CD players, a talking alarm clock with a nightlight, a 13-inch television with a digital tuner and a matching DVD player.

In addition to the traditional electronic functions of the product, each item in the line will feature a “gemstone” button that will offer Barbie-themed bonuses. For instance, the gemstone on the Bloombox CD player will activate a color-changing Barbie silhouette, and the button on the Hour Garden alarm clock activates a Barbie sound chip.

The companies will launch the line in January 2007 at International CES in Las Vegas. The products are expected to be available at retail in spring 2007.