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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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