FashionPlaytes, which runs a fashion website for “tween” girls called FPGirl.com, has raised $5 million in Series B funding.
The site is aimed at girls between 5 and 12 years old. Users can design clothing on the website, then actually purchase the clothes (which include dresses, t-shirts, tops, and doll clothing) at prices starting under $20. Girls can also dress a custom avatar with their designs, share their portfolios, interact with other users in a monitored forum (the monitored part is important since we’re talking about kids), and learn from fashion industry experts.
There are now 500,000 registered users on the site, the company says. An average session lasts for a full hour, and users have now created more than 5 million unique designs.
The new funding comes from Leo Capital Holdings and Spindrift Equities, as well as previous investors Fairhaven Capital, New Atlantic Ventures, and Golden Seeds. The company previously raised $4 million in Series A funding.