arbie, Mattel�s queen of dolls, is making an extraordinary foray into UK television, sponsoring eight hours of live shows in an attempt to retain her crown in the face of an onslaught from The Bratz dolls, the latest pretenders to her throne. Mattel is spending about �500,000 to fund the programmes, which will feature celebrity daughter Pixie Geldolf, the 14-year-old daughter of Bob Geldolf and Paula Yates.

Mattel reckons the programme is the perfect way to claw back marketshare in the run-up to Christmas. The toy giant was shocked when Barbie�s rival of the past three years, the pouty and streetwise Bratz, became the number-one selling fashion doll in the UK in August. The programme is one of the biggest advertiser-funded creations in UK television and illustrates how far companies will now go to get their message heard in a crowded market.... more