Stardoll Inks Licensing Deal With Toy Giant Mattel – A Sign Of Things To Come?
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.”