"ILY" Barbie Dolls currently in Toys 'R' Us stores
- PARAMUS, N.J., April 11 /PRNewswire/ -- There are a lot of ways to
say "I love you," and for people with hearing impairments, one of the
most common ways is to use American Sign Language (ASL). Now anyone
who wants to say "I love you" or wants to learn a little bit more
about signing, has an opportunity to do so with Sign Language Barbie
(R) doll -- available only at Toys "R" Us (NYSE: TOY). This
exclusive Barbie doll by Mattel is currently available at Toys "R" Us
stores nationwide and on http://www.toysrus.com.
"Sign Language Barbie is a terrific addition to our outstanding
Barbie line," said Jim Feldt, President-U.S. Toy Stores Merchandising
and Marketing. "This is a wonderful way to teach kids more about sign
language and Barbie makes it fun for everyone. We're delighted to
expand our Barbie line with another winner in Sign Language Barbie."
Mattel worked with the National Center on Deafness at California
State University, Northridge to ensure the Barbie doll was accurately
representing a sign language teacher. Packaged in a schoolroom
setting, Sign Language Barbie(R) doll highlights American Sign
Language (ASL) through the use of hand positions both on the box and
on stickers included with the doll. By using the stickers, children
can make their own sentences through the use of ASL.
"For over 41 years, Barbie has taken on several exciting aspirational
roles ranging from astronaut to presidential candidate," said
Adrienne Fontanella, President, Girls/Barbie, Mattel Inc. "But this
is the first time Barbie has communicated an ASL signing position,
and in the role of teacher, she can help to break down barriers and
facilitate understanding between children with and without
Toys "R" Us -- The world's leading resource for kids, families and
fun currently operates 1,551 stores; 709 toy stores in the United
States, 465 international toy stores, including franchise stores, 203
Kids "R" Us children's clothing stores, 134 Babies "R" Us stores and
40 Imaginarium stores. The company also sells merchandise through
its Internet sites at http://www.toysrus.com,
http://www.imaginarium.com and through mail order catalogs.
Since her creation in 1959 as a paper-doll-inspired friend, the
Barbie doll has achieved the title of the most successful toy of all
time. She's held that title by adapting her look, lifestyle and
fashions to meet changing times. In 1999, the Barbie doll line
posted sales of $1.5 billion with more than one billion Barbie dolls
(and family members) sold since 1959.
Mattel, Inc. (NYSE: MAT) is a worldwide leader in design, manufacture
and marketing of family products. With headquarters in El Segundo,
California, Mattel has offices and facilities in 36 countries and
markets its products in more than 150 nations throughout the world.
SOURCE Toys "R" Us
CO: Toys "R" Us; Mattel, Inc.; Imaginarium
ST: New Jersey, California
IN: REA HOU
04/11/2000 15:34 EDT http://www.prnewswire.com