Archie Comics recently signed a licensing agreement with Mattel, Inc., giving America's biggest toy manufacturer the right to create dolls, accessories, and Magic 8 Balls featuring those all-American girls, Betty & Veronica (see 'Archie Signs With Mattel'). Starting in June 2005 the first Betty & Veronica Barbie Dolls, dressed in cool, contemporary fashions and accompanied by a die-cut notebook will be available exclusively at Toys R Us and Toys R Us.com for a suggested retail price of $14.99.

The toy market has been the plagued by ruthless competition in recent years and the major players such as Toys R Us have consistently sought out 'exclusive' merchandise to protect themselves against price competition from Wal-Mart.