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Stardoll, Elle to Launch Virtual Magazine
Stardoll enables young girls to create
avatars, which they can adorn with high-end virtual
couture
Mike
Shields
MediaWeek
October 9, 2008
The fast growing virtual world Stardoll has partnered
with Elle to launch Stardoll Magazine, a fashion focused
Web publication geared for tween/teenager girls.
Stardoll, which claims over 20 million registered users
from across the globe, enables young girls to create
avatars which they can adorn with high end virtual
couture (such as apparel from DKNY). Users can also play
virtual dress up with celebrity avatars such as Paris
Hilton or Katie Holmes. The site was named to last
month’s Adweek Media Digital Hotlist.
The new Stardoll Magazine, which features an animated
representation of a traditional magazine cover, produces
some of its own content to populate sections of fashion,
beauty, shopping and others. But it also pulls feeds
from four of Elle’s fashion-related blogs: Street Chic,
Fashion Spotlight, Red Carpet Coverage and Trends. Elle
will also provide video content to the magazine
featuring interviews with prominent fashion designers.
In addition, Elle editor Malina Joseph has begun
contributing to the new magazine, as she’ll regularly
offer personal styles and host live chats with the
Stardoll community using her own avatar. Plus, as part
of the partnership between the two companies, Joseph
will eventually judge a series of design contest for
aspiring fashion professionals within the world.
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