House of Barbie in Shanghai

Toy giant Mattel is marking Barbie's 50th birthday in style, with a six-storey department store in Shanghai dedicated to the world-famous doll Photograph: Dan Chung/Guardian

House of Barbie officially opens in March. It is part of an aggressive campaign by Mattel to prevent younger rivals such as the Bratz dolls usurping their product Photograph: Dan Chung/Guardian

Critics may claim that Barbie has had her day, but Mattel insists that she is a role-model and inspiration for the 21st century Photograph: Dan Chung/Guardian

House of Barbie cost $30m, a bill which must include a generous allowance for pink paint. Shoppers can buy branded clothes, and in February a wide range of Barbie-inspired outfits will be launched Photograph: Dan Chung/Guardian

Richard Dickson, Mattel's general manager for Barbie, bounded around the store as he enthused about the doll. 'It represents eternal youth and happiness and fun ... It's a brand which celebrates girls and women,' he said Photograph: Dan Chung/Guardian

Dickson admitted that Barbie has faced some 'challenging moments', but also said her DVDs and MP3 players have been successful Photograph: Dan Chung/Guardian

Analysts have warned that the love affair between Barbie and her fans has waned in recent years, due to competition from rival brands and the distractions of the internet Photograph: DAn Chung/Guardian

Mattel, which cut 1,000 jobs late last year, hopes that China can become a huge market for Barbie. Sales of premium toys have already tripled in the last three years Photograph: Dan Chung/Guardian

House of Barbie also includes a luxurious spa and a full service restaurant serving Barbitinis Photograph: Dan Chung/Guardian

Dedicated fans will already know that Barbie's full name is Barbara Millicent Roberts Photograph: Dan Chung/Guardian

Barbie dolls are very popular in Chile, where every other girl owns one Photograph: Dan Chung/Guardian