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Players were given notice in advance, and VIP Memberships were refunded. The official reason Mattel gave for the closure of the site was "BarbieGirls is closing as the Barbie brand is exploring new opportunities where girls can experience the best of Barbie.

In 2024, Mattel unveiled Hello Barbie. She talked and she listened and responded to what she heard through a microphone, sophisticated electronics and a Wi-Fi connection. The doll's functions raised privacy violation concerns.