Having watched Barbie lose market share to younger competitors such as Bratz and Hannah Montana, the world's largest toymaker is using the doll's 50th anniversary to re-launch it in a blizzard of worldwide events, starting with the opening of an experimental 36,000 ft flagship store in Shanghai.

The store will be a pink mecca for all things Barbie and will attempt to broaden the doll's appeal to older girls and their mothers.

Visitors will be able to eat in a Barbie café or visit the Barbie spa. Mattel is also trying to bolster Barbie's fashion credentials, with girls able to design their own lines of Barbie clothing at the store and take part in a catwalk show. Mattel has also struck a deal with Vera Wang, a top women's fashion designer, who will be selling a $10,000 Barbie- inspired wedding dress in Shanghai.