TORONTO and LOS ANGELES, July 31 /CNW/ -- North America's third largest
toy company, Spin Master Ltd., has been looking closely at what girls really
want, and over the course of 3 years developed what will be the next big thing
to shake up the doll aisle -- Liv(TM), an amazing new line of teenage fashion
dolls launching today in retail stores across the U.S. and Canada.(Photo:  http://www.newscom.com/cgi-bin/prnh/20090731/NY55028 )Liv is making a highly welcomed debut in the doll space and setting
itself apart by focusing on the average teenager's life.  Further charged by a
bold new look and engaging personalities that girls easily relate to, Liv is
already set to be an early favorite for girls, and moms, this holiday season.

    Targeted at girls aged six to ten, Liv dolls deliver a unique new
combination of amazing design and great content at a very affordable price.
Liv's initial launch features four engaging teenage friends - Daniela, Sophie,
Katie and Alexis - who live the same life as any average teenagers, complete
with detailed personalities, interests and challenges that girls everywhere
can relate to.

    Equal in appeal to Liv's real-teen perspective are the great design
features that give each doll a "wow" look usually found only in more expensive
collector doll lines.  Liv dolls most popular features include:--  14 points of articulation for greater pose ability (versus an industry
        standard of 5-6)
    --  Easy to change wigs so girls can instantly switch hair styles and
        colors, or even cut and style their dolls hair without ruining their
        doll
    --  Insert glass-like eyes

    --  Detailed, realistic fashions"Liv shines because it looks amazing and is incredibly realistic," says
Nicole Perez, Senior Marketing Director helming Spin Master's new girls'
division based in Los Angeles.  "Not only do Liv dolls stand out because of
their outstanding design and features, but they are deeper than your average
fashion doll.  Each teen has a detailed, relatable story that girls will love
to follow."

    Accompanying the retail launch of Liv is the launch of www.livworld.com,
the first website of its kind to deliver an engaging daily narrative of each
doll's life to anyone who's purchased the doll.   Each Liv doll features a
unique access code that opens an online world and invites girls to connect at
a deeper level with each Liv teen's story as they interact with daily diaries,
collect fashions in their virtual closet, and enjoy webisodes, games and more.
  Each Liv product purchase, including accessories, playsets, and fashion
packs, all unlock additional play features online.

    Liv(TM) dolls and accessories are available now at leading retailers and
specialty stores throughout the U.S. and Canada, and online at
www.livworld.com. Dolls retail at $19.99 MSRP ($24.99 MSRP in Canada);
accessory items range from $5.49 to $19.99 MSRP.  Liv will roll out
internationally beginning later this year.About Liv(TM) DollsThe Liv(TM) dolls - Daniela, Sophie, Katie and Alexis - are real teenage
girls with trend-setting styles and unique never before seen features
including wigs to create lots of hair play options, 14 points of articulation
for great pose ability and real glass-like eyes that add to their look.
Neither perfect nor bratty, the Liv teens are fun, funny and relatable with
distinct personalities, likes and dislikes, and they face all the same
challenges of growing up as girls everywhere.  All dolls and accessory packs
come with a unique access code for www.Livworld.com, a robust online world
featuring daily diary entries for each Liv girl, games, episodes and more.
Age 5+. $5.49 - $19.99 MSRP (US).About Spin Master Ltd.A multi-category children's entertainment company since 1994, Spin Master
has been designing, developing, and marketing consumer products for children
around the world and is recognized as a global growth leader in the toy
industry with a strong track record of breaking into new categories and
identifying what kids want.  Now ranked as the 3rd largest toy company in
North America, Spin Master is best known for such popular brands as boy's
action phenomena Bakugan Battle Brawlers(TM) (2009 Toy of the Year), Air Hogs
(2008 Toy of the Year winner), Tech Deck(TM), as well as best-selling activity
lines including Aquadoodle(TM) and Moon Sand(TM).  Liv(TM) is Spin Master's
strongest launch into girls' products in the company's history.  The company
has also recently marked an entry into children's media with the launch of
Spin Master Entertainment, a division focusing on the design, development and
production of television and other media properties, including a 2011-slated
Bakugan feature film with partner Universal Pictures.  Spin Master employs
over 680 people with offices in Toronto, Los Angeles, Paris, London, Hong
Kong, China and Mexico. For additional information please visit:
www.spinmaster.com.