BarbieGirls.com is going VIP. The website associated with Mattel’s Barbie dolls – the world’s most popular toy – is this month to introduce a paid subscription section, offering users access to an improved version of its virtual playground.

The site, launched just a year ago, allows users to create and dress their own online avatars, earning and using virtual “B Bucks” money. With more than 11m girls registered, BarbieGirls is about to turn into a new revenue source for Mattel. Chuck Scothon, head of Mattel’s girl brands, says the site is attracting girls in the eight-to-15 age group who may be outgrowing Barbie herself.