Barbie 2.0

The world's best selling doll is losing favor with older girls and market share to sassier rivals. Now, after a reinvention that took 18 months and cost millions of dollars, the rollout of a new version of the toy aims at reclaiming its status as a fashion icon. After many false starts, Mattel thought it had found a way to make the iconic fashion doll once more a must have for girls of all ages and to boost the company's flagging revenues as well. It is spending millions of dollars to promote its new "Fashionista" Barbies, even hiring a choreographer to the stars to create a dance called "The Barbie". Barbie still remains the best selling doll in the world. Since March, Mattel's stock has risen steadily along with the overall market, due in part to investor anticipation of Barbie's revitalization, analysts say. The company is relying on the doll to carry it through the holiday season.