stardoll

Stardoll inks licensing deal with toy giant Mattel – a sign of things to come?

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Stardoll, the online fashion game aimed at teen and “tween” girls, is to enter a multi-year licensing agreement with toy giant Mattel to create toys based on the characters in the game.

The first products will ship this autumn according to Mattias Miksche, CEO of Stardoll at the International Toy Fair. Mattel already knows Stardoll well from having advertised its own brands on the site, like Barbie, Fashionistas and Monster High. It’s also sponsored fan clubs, created exclusive dolls and a virtual store. Miksche says Stardoll is now “very focused on entering the licensing space.”

Stardoll was launched in 2006, has more than 92 million registered (note that’s registered, not a figure for active) users globally and reaches over 15 million unique users per month. Stardoll is a virtual world where teens come together to create a “MeDoll” in their likeness, and express themselves through design, dress up and interacting with one another. Apparently it’s pretty popular in the Middle East where it’s a little harder to do that kind of thing in public.

However, it’s backers Sequoia Capital and Index Ventures are known to be impatient for an exit. So pushing for greater revenue streams could make Stardoll a more attractive proposition for a buyer.

Toys are big business, worth $22 billion annually in the US but it is one of the few major industries that hasn’t been massively disrupted by the web – yet. So Stardoll’s move makes lots of sense. Mattel would make a perfect acquirer for Stardoll so perhaps this is a date before the wedding?

  • http://topsy.com/eu.techcrunch.com/2011/02/08/stardoll-inks-licensing-deal-with-toy-giant-mattel-a-sign-of-things-to-come/?utm_source=pingback&utm_campaign=L2 Tweets that mention Stardoll inks licensing deal with toy giant Mattel – a sign of things to come? -- Topsy.com

    […] This post was mentioned on Twitter by Mike Butcher, TechCrunch Europe, Annika Lidne, maxmikis, Barry Flaherty and others. Barry Flaherty said: Stardoll inks licensing deal with toy giant Mattel – a sign of things to come? http://bit.ly/eWA3mK […]

  • http://jetlib.com/news/2011/02/08/stardoll-inks-licensing-deal-with-toy-giant-mattel-%e2%80%93-a-sign-of-things-to-come/ Stardoll Inks Licensing Deal With Toy Giant Mattel – A Sign Of Things To Come? | JetLib News

    […] Read the rest of this entry » […]

  • http://www.deepsoni.me Deep S.

    I hope they shut it down. My sis leeches $10 of mine every month -_-

  • http://www.deepsoni.me Deep S.

    I hope they shut it down. My sis leeches $10 of mine every month -_-

  • http://twitter.com/hatchbrands HatchBrands

    Mattel would probably give a push to the brand

  • http://trendoloji.com/?p=1145 Oyuncak Dev Mattel Deal With Lisanslama Stardoll Mürekkepleri

    […] Read the rest of this entry » […]

  • http://www.ypulse.com/ypulse-essentials-1400-for-smurfberries-kids-embrace-the-kindle-stardoll-gets-real Ypulse Essentials: $1400 For Smurfberries, Kids Embrace The Kindle, Stardoll Gets ‘Real’ | Ypulse

    […] Stardoll gets 'real' (as Mattel lands a licensing deal to create physical dolls based on characters of the online tween/teen fashion game. Meanwhile, Bravado Toys gets the hair just right on its new Justin Bieber doll. Ken is sooo jealous!) (TechCrunch) (Idolator) […]

  • http://wp.arcticstartup.com/2011/02/17/stardolls-to-launch-a-clothing-line/ Stardolls To Launch A Clothing Line – ArcticStartup

    […] experience into the real world can prove to be very lucrative. On top of that, TechCrunch has reported that Stardoll is about to enter a licensing deal with a toy-manufacturer Mattel to produce branded […]

  • CANCANDON45@HOTMAIL.COMDON45

    HOLA ME LLAMO CANDELA Y BIBO EN LOS ALTOS DE PODESTAD CALLE MANZANA

  • http://www.marketingvirtuel.fr/2011/06/10/100-millions-dutilisatrices-pour-stardoll/ 100 millions d’utilisatrices pour Stardoll | MarketingVirtuel.fr

    […] est parvenu à convaincre un grand nombre d’annonceurs dont Microsoft, Burger King, Otto ou Mattel.Plus récemment, nous avons pu voir des campagnes plus sophistiquées comme celle organisée pour […]

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