virtual worlds 2008

Industry News



Michael Young
Director, Mattel Brands Online
Mattel, Inc.


Michael Young is the Director of Mattel Brands Online, providing strategic and operational leadership over Mattel Brand’s family of websites for girls, including,,, and  He serves as Executive Producer of, part of the revolutionary Barbie Girls™ platform, which launched in April 2007 as the first-ever virtual world designed exclusively for girls.

As Executive Producer on, Michael provides overall project leadership and plays an integral role in driving the strategy and vision behind the platform. He led a team of internal and external partners in the groundbreaking, headline-making launch of, which has been referred to as the “the fastest growing virtual world ever” (Virtual Worlds News) and the “Best Toy and Hobby Website” (WebAward). The site has continued to grow at an unprecedented rate and is now in six different languages with more than 10 million registered users across the globe.

Michael joined Mattel in 1996 and has held various roles in technology, design, and content development.  He assumed responsibility for the project in 2006 and assumed his current role in 2007.  Prior to joining Mattel, Michael served as a technologist in the marketing communications industry.















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