Tween-oriented online fashion game Stardoll has inked a multi-year licensing agreement with Mattel that will see the brand move from the virtual into the physical world.
The world’s largest toyco is already familiar with Stardoll and its predominantly young female user base. Mattel has used the social network to market exclusive dolls and virtual merchandise featuring brands like Barbie, Fashionistas and Monster High.
Stardoll is now focusing its attention on the licensing space with the first Mattel product line set to launch this fall. Last month, Random House Children’s Books launched a printed copy of Mortal Kiss in bookstores after the interactive mystery story, originally released on the web, was a hit among Stardoll members, which currently number 92 million globally.
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