Stardoll Inks Stellar Deal with Mattel

June 7, 2011 at 1:51 pm by Ted Mininni

Back in February, the virtual world of entertainment came together with one of the world’s great toy companies. In a smart move, Stardoll, the uber popular “world’s largest” online fashion and dress up games community for teens and tweens, signed a licensing deal with Mattel.

Basically, the site’s users create dolls that represent them and express their individuality through the clothing designs they choose for their dolls. They then interact with each other. This is a hot property, and getting hotter.

Since Stardoll’s launch in 2006, the site has over 92 million registered users worldwide, and boasts of 15 million unique users each month. Mattel has consistently advertised brands like Barbie and Fashionistas on the site. The toy maven also created fan clubs and dolls exclusively sold in a virtual store. So the next logical progression: to license the Stardoll brand and create dolls based on the characters from the virtual game in a multi-year agreement.

This opens a door for Mattel and potentially new markets around the globe for a line of “fashion dolls”. It capitalizes on the success of a brand that ought to have great power when licensed. The buzz in the biz? Will Mattel go one better and actually acquire Stardoll from the brand’s venture capital backers? Seems like they just might. Stay tuned.

Do you see great licensing opportunities for established brands and hot virtual properties besides movies?
Which entertainment properties do you think offer untapped great potential for licensing?
As more consumers seek entertainment from online sites, do you think licensing opportunities make more sense mostly for kids’ demographics or for adults, as well?

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Stardoll Inks Stellar Deal with Mattel

June 7, 2011 at 1:51 pm by Ted Mininni

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