Stockholm, Sweden-based Plus Licens has added online game community Stardoll to its wide L&M portfolio.
The fashion-centric social community has more than 150 million subscribers and is available in 28 languages worldwide. However, Poland, whose localized Stardoll website fields 3.3 million visits monthly is one of the site’s strongest territories.
Plus Licens will represent the brand for merchandising, promotional and publishing rights in Nordic countries and Central and Eastern Europe.
The licensing program for the brand kicked off last fall with a line of apparel and accessories JCPenney stores and online retailers in the US. As well, Mattel has plans to launch a Stardoll by Barbie collection of dolls and fashion accessories for global distribution later this year.
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