In recent years, Barbie was becoming less popular than she once was. So the nice people at Mattel decided to create an online environment where girls could meet and interact with Barbie in a new way. BarbiePass.ca was created to compliment the already existing barbie.ca site, and to build loyalty with Barbie lovers by engaging them with cool games, contests and promotions only available to Members. Girls who signed up could access these exclusive areas of the site, enjoy free music downloads, enter contests and more. And the program made Barbie cool again.