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Mattel Asks Girls “What’s Your Flava?” in an All-New Line of Fashion Dolls

Flava, according to “Hip Hoptionary: The Dictionary of Hip Hop Terminology” by Alonzo Westbrook, means personal flavor or style. With
the introduction of Flavas (pronounced FLAY-vuhz), the first reality-based fashion doll brand that celebrates today’s teen culture through authentic style, attitude and values Mattel has created a hot hip-hop themed line that allows girls to express their own personal flava.

Flavas embraces the highly-popular hip-hop trend with breakthrough concepts never seen before in the older girl toy market. Flavas also represents several other firsts in the doll aisle. Just like real teens, Flavas reflects true individuality through a variety of sizes, face sculpts and styles unique to each character within the line.

Guaranteeing the Flavas crew maintains its distinct identity, each character has an individual face sculpt, ensuring that all six Flavas crew members reflect the look of real teens while differentiating each character from the other. The members of the Flavas crew are also all different heights, ranging from 10 to 11½ inches. The dolls feature more articulation than other fashion dolls: 10 points of articulation to allow for a variety of poses and a creative way for girls to reflect more “attitude” through the dolls.

Reflecting how today’s teens change their looks based on their personality and mood of the moment, Flavas will also feature multiple looks of the same character in every product wave. Each Flavas crewmember will have two very different-looking dolls at launch, with different fashions, hairstyles, make-up and even eye color. As an example, one Happy D doll will showcase a sporty look, while a second will feature Happy D’s street style – each with unique fashions, hair accessories, make-up and style.

Each Flavas doll features two highly detailed fashion outfits, including rub-on decals that allow girls to “DIY” (do-it yourself) their own custom Flavas looks, another form of unique self-expression.

The Flavas launch campaign includes an innovative marketing and advertising push, including a sponsorship of this summer’s Christina Aguilera tour, who herself personifies the idea of fearless self-expression.

The dolls will be available in July at retailers. The Flavas Tuner Car and Bike Date Motorcycle sets also will be available this summer.

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