Mattel forged a deal with MAC late last year to create a cosmetics range aimed at adults, that is hoped to mirror the lucrative income generated from the Barbie children cosmetics range in Asia, South Africa and Europe. The companies have used Valentine's Day as the platform to announce the full range of cosmetics products that will make up the complete Barbie Loves MAC colour cosmetics line, a move that maintains the novelty factor that the partnership between cosmetics specialists, MAC, and toy manufacturer Mattel brings to the adult cosmetics industry. Richard Dickson, senior vice president of marketing, media and entertainment of Mattel said, "Many women's first experiences with fashion and beauty were playing with Barbie. Today this fantasy continues with Barbie Loves MAC, a colour collection that allows women to rediscover their inner girl". The range consists of a lipstick, lipglass, lip liner, shimmer products, eye colourants and make up accessories, priced between $11 - $45, with names in keeping with the fashion doll's image, such as Malibu Barbie, Fashion Leader and Loves Pink. However, it is not the first time Barbie has delved into the adult world, mattel previously partnered the brand with top fashion designers Anna Sui, Judith Leiber and Tarina Tarantino to create numerous collections of apparel and accessories. The MAC merger was first initiated due to increasing competition for Mattel in the fashion doll industry – forcing it to explore new avenues to hold on to the Barbie brand's title of top selling brand in that sector. In particular Barbie has come under competition by a fashion doll collection marketed by MGA Entertainment, called Bratz fashion dolls. Bratz also market cosmetic kits aimed at children. The collaboration with MAC, which is majority-owned by Estee Lauder, is the first time the brand has been targeted at the adult cosmetics market and is hoping to tap into a combination of high demand for retro chic fashion items and nostalgia for a brand that young girls have been growing up with since 1959. In order to capitalise as much as possible from the launch of the cosmetics range, Mattel has created a limited edition MAC Barbie doll, which incorporates the cosmetic manufacturers signature make up style. Currently MAC cosmetics are sold in more than 50 countries and include a spectrum of colour cosmetics, makeup tools, skin care, foundations and fragrances. Key brands include the Zandra Rhodes collection, Viva Glam, Technacolour and Plushglass.