A real doll

No, she’s not trying to elbow Barbie off the toy-store shelf. But a new doll from Mattel can certainly develop an attitude.

She’s called What’s Her Face, and true to the name, her head is as blank as a cue ball. Kids are encouraged to add whatever eyes, lips, wig and wardrobe they like from her myriad accessories.

In all, there are four dolls in the line: Glam!, Hip!, Sweet! and Cool! Each is priced at about $15.

A new TV spot from Young & Rubicam’s Irvine, Calif., office captures what may be the doll’s real selling point. As evidenced by the ad’s title—”What’s Her ‘Tude?”—her flexi bility covers more than makeup options.

With the help of an “expression dial” included with each doll in the collection, she can be made to look as demure as Barbie or, if you like, a little pissed off. Naturally, Halloween offers all sorts of possibilities.

“It all about letting girls express who they want to be,” said Mattel’s vp of marketing, Sarah Silverman, who described the Y&R spot as “terrific.”