virtual worlds 2008

Industry News



Conference Keynote:  Thursday, April 3rd, 9:00am - 10:30pm

Rosie O’Neill
Senior Brand Manager, Barbie Tech
Mattel, Inc.


“Chief Barbie Girl” and Brand Manager Rosie O’Neill leads Mattel’s Barbie Tech initiatives, which include the Barbie Girls™ platform,  Barbie® i-Design™ gaming system, and upcoming tech segments launched under the Barbie® brand.  In April 2007, O’Neill served as Chief Barbie Girl launching the revolutionary Barbie Girls™ platform, a hybrid online-offline play experience that blends a fashion-forward, doll-inspired music player with the first virtual world designed exclusively for girls,

O’Neill played in integral role in driving the overall strategy and vision behind the Barbie Girls platform, leading a team of internal and external players to design a hybrid play experience targeted to the way today’s girls play. Under O’Neill’s leadership, was named “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 8 million registered users across the globe.  The Barbie Girls™ device, an innovative music (MP3) player and next generation fashion doll that unlocks premium content on, was named to the prestigious Toy Wishes “Hot Dozen” list and was one of the must-have girl tech toys of 2007.

O’Neill joined Mattel in 2004, as a product manager on the company’s core Barbie® business, overseeing development of Barbie® dolls, fashions, and accessories.  In 2006, O’Neill assumed responsibility for the Barbie Tech division. Leading Barbie into the digital age, O’Neill has secured partnerships with key players in the digital space, including Apple, through the launch of Barbie® Chat Divas™.  

 Prior to joining Mattel, O’Neill served four years as Account Manager for a marketing communications agency, developing campaigns for brands such as Razor USA, Nature Made vitamins, the Got Milk? campaign, Hitachi, and Children’s’ Hospital Los Angeles.

She received her B.S. degree in communication studies from the University of California, Los Angeles and holds a M.B.A. degree from UCLA’s Anderson School of Management.

O’Neill resides in Los Angeles and spends her free time writing a blog about the Los Angeles restaurant scene.















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