American Girl (owned by Mattel) will be launching a new virtual online world/game July 13. You can buy a "kit" for a limited time (probably until 8/14/10) for $10 to access it if you don't need or want to spend $95 for an American Girl doll, or after July 13th it sounds like it will come included when you buy a Just Like You (soon to be called "MyAG" doll) American Girl doll.
page to order the code for $10 to access the game: http://store.americangirl.com/agshop/html/item/id/177148
"Campus Guide
Item# T6757
This set includes everything your girl needs to bring her doll to life at Innerstar University™:
An online kit that gives her full access to innerstarU.com—a safe, online world designed just for girls and dolls
A charm-keeper necklace for her doll
$10 Backordered until 13-Jul-10"
page with a link on bottom right to look at a campus map: http://www.shineonnow.com
page with a little more info:
http://www.americangirl.com/corp/pr.php?y=2010&date=0628 
