Barbie, Bratz, Ty Girlz – the fashion doll category is super competitive. Spin Master decided to enter the category in a huge way. Animax helped create multiple sizzle reels that were used to highlight the Liv fashion doll for girls, their articulation features and the unique digital experience that would bring the dolls to life in a very different way. Based on the result of the focus group testing of the reels we plotted out a deep site that was intended to provide deep backstories turning each of the dolls into actual girls with very distinct personalities. In the end we helped create avatars, games and interface design assets for the Liv World site.