New Stardoll® by Barbie Collection Extends
Fashion Play Both Online and To Shelf for Fans Around the World
EL SEGUNDO, Calif.--(BUSINESS WIRE)--
Barbie®, the world's most popular fashion doll and
Stardoll®, the globally renowned online fashion and
gaming community for girls, are bringing the world of virtual dress-up
and online play to life with the new "Stardoll® by
Barbie®" line of collectable fashion dolls. The
partnership marks the Stardoll® brand's first foray
into translating its popular online fashion portal into physical dolls,
allowing Barbie® fans to extend the limitless
possibilities of the Stardoll® world offline.
Stardoll by Barbie (Photo: Business Wire)
The "Stardoll® by Barbie®"
collection will feature eight new fashion dolls, based on four of the
most popular virtual Stardoll® stores in Starplaza.
Inspired by Stardoll® avatars, "Stardoll®
by Barbie®" dolls come packaged mirroring signature
avatar poses. Each doll features amazing details like rooted eyelashes,
a unique face and body sculpt, as well as a distinct signature style,
for a play experience that is authentically Stardoll®.
"We're pleased to be launching a big line of fantastic physical toys,
going from virtual to the physical world," said Mattias Miksche, CEO at
Stardoll. "We're partnering with Mattel because they share our passion
for empowering girls and their creativity. We have forged a strong
relationship and have lots of exciting things planned - watch this
"This partnership represents two of the world's largest girls' brands
uniting to create the ultimate fashion play experience," said Stephanie
Cota, Senior Vice President, WorldWide Marketing Barbie and Girls. "We
look forward to inviting the Stardoll community into the
three-dimensional world of Barbie with new signature dolls and fashions."
About the "Stardoll® by Barbie®"
"Stardoll® by Barbie®" will be
available at retail in the United States beginning November 2011, with
another five dolls slated for spring 2012. "Stardoll®
by Barbie®" will introduce two dolls inspired per
Stardoll® store: Fallen Angel, Bonjour Bizou, Doll Space and
Pretty n' Love. Sample fashions from each line include Fallen Angel, who
rocks a gothic look in fingerless gloves and chain accents; Bonjour
Bizou, a fashion-forward Stardoll® sporting ruched miniskirts
and graphic prints; Doll Space, in gorgeous ruffled tulle numbers with
cropped tweed jackets; and Pretty n' Love in cozy pink sweaters and
heart-patterned tights. Three accessory packs let Stardoll®
fans mix and match the trendy, original fashions and accessories, and
give girls the same fun interchangeable closet experience of the Stardoll®
virtual world in the real world.
"Stardoll® by Barbie®" dolls will
come with a gift card for complimentary membership on Stardoll.com for
new and existing members, Stardollars to spend on all Superstar items on
the Stardoll® site as well as free exclusive virtual
gifts, connecting the online world to the real world and then back again.
The partnership plans to expand globally with the addition of more
collections, products and online extensions in the future. The dolls
will retail for $20.99 SRP and accessory packs will retail for $15.99
Mattel, Inc., (NASDAQ: MAT) (www.mattel.com)
is the worldwide leader in the design, manufacture and marketing of toys
and family products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced, Hot
Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as well as
Fisher-Price® brands, including Little People®, Power Wheels® and a wide
array of entertainment-inspired toy lines. In 2010, Mattel was named as
one of FORTUNE Magazine's "100 Best Companies to Work For" for the third
year in a row, and was ranked among Corporate Responsibility Magazine's
"100 Best Corporate Citizens." Mattel also is recognized among the
"World's Most Ethical Companies." With worldwide headquarters in El
Segundo, Calif., Mattel employs approximately 27,000 people in 43
countries and territories and sells products in more than 150 nations.
At Mattel, we are "Creating the Future of Play."
Stardoll is a free-to-play, fun-filled virtual world for girls, aged
9-17, who love fashion, shopping, decorating, creativity and making new
friends from around the world. 135 million MeDoll avatars have been
created to date with a new player joining every second making Stardoll
the world's largest teen site in the world! The company is based in
Stockholm, with offices in Los Angeles, and London, and is backed by two
of the world's top venture capital firms: Sequoia Capital and Index
Ventures. For more information visit. www.stardoll.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50069922&lang=en
Margaux Vega, 310-252-3520
Lockwood, +44 (0)207 292 7143
Source: Mattel, Inc.
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