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Stardoll Signs with Mattel


Stardoll Signs Multi-year Licensing Agreement With Mattel
- Taking the Stardoll Experience From Virtual Into Physical World

NUREMBERG, Germany, February 8, 2011 -- Stardoll, the online fashion game and world's largest website for teen and tween girls today announced at the International Toy Fair, a multi-year licensing agreement with Mattel. The partnership is aimed at taking the Stardoll brand from the virtual into the physical world with the first product line to come in the autumn of 2011.

Global toy company Mattel has teamed up with Stardoll after years of successful commercial collaborations allowing brands to engage online with their target audience. Mattel brands that have advertised on Stardoll include Barbie(R), Fashionistas(R), Monster High(R), with the companies deploying a range of highly creative solutions that included launching a fan club, exclusive dolls and a virtual store.

"We are pleased to be working with the world's largest toy company in a partnership that will see Stardoll moving from the virtual into the physical world," said Mattias Miksche, CEO of Stardoll Network from Nuremberg where he is a featured speaker at the International Toy Fair. "This year we are very focused on entering the licensing space so that our members can experience Stardoll in new and exciting ways; Mattel is making this a reality for them."

In January, it was announced that Random House Children's Books launched a printed copy of 'Mortal Kiss' in bookstores after the interactive mystery story, originally only released on the web, was a huge hit among members. Commented Mattias Miksche: "We knew that our users love the immersive online experience on Stardoll.com, but we are thrilled to learn that we've built a brand that carries from the online to the offline retail world."

Stardoll was launched in 2006, has more than 92 million registered users globally and reaches over 15 million unique users per month.

More about Stardoll (http://www.stardoll.com/en/)

The Stardoll Network is the world's leading group of websites devoted to young women and teens. Launched in early 2009, the network includes: Stardoll.com (http://www.stardoll.com/en/) - the entertainment destination for young women focused on fame, fashion and friends; Piczo.com (http://www.piczo.com/) - the original platform devoted to social self expression and visual blogging; and PaperDollHeaven.com (http://www.paperdollheaven.com/) - a simpler game-play environment for the younger, female demographic. The Stardoll Network works with the world's largest brands as they look to engage with an increasingly elusive teen audience. The network is the number one publisher in ComScore's teen category, both in Europe and globally. The business is headquartered in Stockholm, Sweden with offices in the US, UK and Germany, and is backed by two of the world's top venture capital firms: Sequoia Capital and Index Ventures.

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