BLE 2011: Rebecca Bonbon teams up with Stardoll

FremantleMedia Enterprises has agreed a three-month pan-European partnership with the online fashion community.
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FME's partnership with Stardoll will run from late October for three months initially, targeted at the UK, France, Germany, Italy, Benelux and the Nordics.

Stardoll members will be able to join the Rebecca Bonbon Club to access exclusive video, competitions and discussion forums. A virtual treasure hunt will also be hosted on the microsite.

A Rebecca Bonbon store will sell virtual clothing and accessories.

FME has previously worked with Stardoll in the US, creating a competition where a lucky winner had their virtually created clothing made it into a real-world fashion item as part of Kmart’s Rebecca Bonbon collection.

Mark Newton, FME’s EVP licensing EMEA, said: “As the world’s most stylish French Bulldog, Rebecca Bonbon makes a natural partner for Stardoll and the site is the perfect platform for us to continue building awareness of the brand among the site’s target demographic of tween and teen girls.

“The popularity of the Rebecca Bonbon brand is growing rapidly throughout Europe, supported by an ever increasing number of licensees and products at retail.”

Since 2008 FME has exclusively represented Rebecca Bonbon worldwide, excluding Japan and Korea, on behalf of Crown Creative.

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