Mattel signs up Stardoll

Girls' online property signs with Mattel to produce range of products this autumn.
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Prior to the deal Mattel had used Stardoll.com to advertise its Barbie, Fashionistas and Monster High brands, while launching online fan clubs and selling exclusive dolls via the site’s web 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 was a 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."

Since its launch in 2006, Stardoll has gained over 92 million registered users and garners over 15 million unique hits each month.

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