BBC Worldwide teams with Stardoll for Strictly deal

Brand goes virtual with first online world for young fans.
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BBC Worldwide has inked the first in what it is hoping will be a series of deals with Stardoll, the online community for teen girls.

Initially rolling out in the UK, the deal will offer users of Stardoll access to an exclusive Strictly Come Dancing club, where they can obtain virtual items inspired by the show to decorate their personal suites.

In addition, a subscription allows users to treat their 'medolls' to a range of Strictly inspired costumes and props, ranging from the dresses and shoes, through to the judges' boards.

Stardoll has added an incentive to the initial campaign - members will receive a calendar with 20 exclusive Strictly items that are unlocked by day. In addition, when members join the Strictly club, they can build a stage and add the set design, spotlight and other items from the show as membership numbers increase. Additional items unlock separately as the club grows.

"Attracting new audiences as well as building strong relationships with some of the show's most passionate young fans in new and engaging ways, marks a very exciting move for the Strictly brand," said Simon Hutson, director of digital development at BBC Worldwide. "This digital world allows fans to experience the glamour of the ballroom before, during and after the show's transmission and ensures they have their own way of interacting with the show in an environment they already socialise in."

Chris Seth, EVP and GM at Stardoll, added: "We're excited to bring a new dimension of digital entertainment to our members. This partnership is a perfect match because our members thrive on real world experiences coming to Stardoll."

Subscription to the UK site - which can be found here - is £5.95. Several other copuntries where Strictly is popular will have their own versions announced within the coming months.


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