'Stardoll' in Pact With 'Elle' | Adweek
Advertisement

'Stardoll' in Pact With 'Elle'

Advertisement

NEW YORK Stardoll, a fashion and entertainment virtual world targeted to teens and tweens, has relaunched Stardoll Magazine for its global community of young women.

A media partnership exists between Stardoll and Hachette Filipacchi Media U.S., which owns, among other titles, Elle

Matt Palmer, evp and general manager of Stardoll USA, noted there has been an ongoing, more informal relationship with Elle Girl.com. Having experienced a measure of success, there was a desire to get into deeper content, beyond fashion and beauty, adding news, information and general pop culture, he said.  

The partnership calls for Elle to create four specific content feeds, linking Stardoll to Elle's fashion and beauty blogs. These include Street Chic, Fashion Spotlight, Red Carpet Coverage and Trends.

Malina Joseph, Elle magazine's editor, will post blog items and style tips and engage in live chats with the community. Joseph will also create an avatar in a customized virtual suite with clothing that reflects her personal style.

"This is one of the truly unique aspects -- in Malina giving us an exclusive blog, where she is contributing her own writing and video. She is interacting every day with celebrities and designers and our users are hungry for behind-the-scenes material," Palmer said.

Stardoll Magazine will offer design contests, which Joseph will guest judge. Site visitors will vie to become designers by using virtual fabrics to create apparel.

Joseph emphasized Stardoll's "powerful community of fashion lovers."

Stardoll Magazine will also produce original content, focusing on fashion, art, beauty, shopping, style and music.