Claire’s, EA Form ‘Charm Girls Club’ Clique

Fashion retailer Claire’s has found a new way to accessorize its holiday marketing efforts by adding in-game advertising to the mix. The costume jewelry and accessories retailer will appear in Electronic Arts’ upcoming Charm Girls Club My Fashion Mall videogame.
The title is one of four Charm Girls Club games to launch next month. This new EA franchise, which centers on collecting charms, targets girls 8-12.
My Fashion Mall, available for Nintendo DS, allows players to manage their own mall, taking it “from drab to fab.” Girls can compete in mini-challenges at Claire’s, which is featured in the game, as well as add Claire’s charms to their virtual jewelry box. The retailer will also receive numerous mentions throughout the course of the game. has also created a Charms Girls Club Accessorize It mini-game. It will give players a sample of the new tween franchise. The games will be promoted in other areas of the Web site as well.
Steve Seabolt, vice president of global brand development for EA, in a statement, said Claire’s is a company that is “smart, global, forward-thinking and have their fingers on the pulse of the tween girl audience. [The] relationship will benefit Claire’s customers, who we hope will also become a fan of Charm Girls Club.”
EA spent $29 million on media for the first half of the year and $79 million in 2008, per the Nielsen Co.