Stardoll teams up with Barbie

Mattel partners with the online world to reach their target demographic in a new way.
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Stardoll by Barbie marks the Stardoll brand’s first foray into translating its online portal into real dolls, connecting the online world to the real world and then back again.

Stardoll by Barbie dolls will come with in-pack gifts to drive play back online, including a gift card for complimentary membership to Stardoll.com, Stardollars to spend on the site, free exclusive virtual gifts and behind-the-scenes news about Barbie.

Each of the Stardoll by Barbie dolls are inspired by their unique online avatars and features details such as rooted eyelashes, a unique face and body sculpt and a distinct signature style, all within packaging which mirrors its signature pose.

As the Stardoll site has users from over 200 different countries, the range of eight dolls was designed to reflect the diversity in ethnicity and style.

Supplemental fashion and accessory packs will also be available allowing girls to mix and match fashions and mimic the interchangeable virtual closet experience of 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 space."

Stardoll has also been working with JC Penney to bring several virtual fashion ranges to life in the US and Random House published 'Mortal Kiss' after co-creating the interactive story with Stardoll. Random House recently launched a series of Stardoll style and fashion books.

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