INTERACTIVE;ROADKILL: BITS AND BYTES;A VIRTUAL ROADKILL, IN ITS TRUEST SENSE;AFTER MUCH HOOPLA, BIG G TIPTOES ON WEB

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You may remember our detailed coverage of Mattel Corp.'s grueling review earlier this year for its planned Web site, which included some of the industry's heavy hitters, among them CKS Partners and TN Technologies (AA, April 15). When decision time came, Mattel said it would conduct its interactive activites in-house. However, BoxTop Interactive, Los Angeles, claims that it has won the job of building the site, now scheduled for a September launch.

A new kid-geared site from General Mills dubbed "You Rule School" (http://www.youruleschool.com) stands in the corner of our classroom this week for going live months after its planned winter launch date. Designed by Saatchi & Saatchi Interactive and Web shop Rare Medium, both New York, the site is packed with cereal-branded games. General Mills mysteriously delayed the launch after a consumer group issued a report bashing kid-targeted Web sites.

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