World's most profitable toy firm Mattel has launched a digital campaign with a view to reunite Barbie and Ken, whose long-term romance ended on Valentine's Day in 2004.

The campaign is allowing Users of social media like Facebook and Twitter to vote on whether the two plastic celebrities, which have been leading successful but separate doll lives, should reunite.

The digital campaign marks the 50th birth anniversary of Ken. The site barbieandken.com, where people can vote on whether famous Barbie doll should take Ken back or not, also features a Love-O-Meter to gauge a voter’s feelings on the matter.

The barbieandken.com website says, "Stay tuned as Ken fights to win Barbie's heart back, one grand gesture at a time." 

Social media users can access Ken's adventures as he makes efforts to woo his ex-girl friend back into his arms.

The digital campaign has been launched at a when Mattel is preparing to release a new "Sweet Talking Ken" doll. The world’s largest toy firm describes as the upcoming Ken doll as the ultimate boyfriend for all occasions.