Stardoll, a social networking site aimed at young girls, is focusing on growing its European presence with the opening of a UK office. It has so far signed up DKNY and T-Mobile as its first advertising partners.
The website, which was launched out of Sweden in 2003, has over 21 million members worldwide and currently has offices in Stockholm and Los Angeles. In UK it has 2.6 million registered users.
The site allows users to create their own “MeDolls” on the site which can then be accessorised using branded goods, which are paid for using Star Dollars. Ten Star Dollars can be purchased online for £1.
Stardoll chief executive, Mattias Miksche, says: “Young girls, usually aged between 10 and 19, love to express themselves creatively and Stardoll provides them with this opportunity where they can meet and interact every day.”
Stardoll says it has been particularly successful in the US, where it has agreed deals with celebrities including Heidi Klum, and Hilary Duff to have dolls fashion after them on site. It is understood similar talks are currently underway with a number of UK celebrities.
The company is also working closely with Unanimis, an agency that specialises in digital advertising, to promote Stardoll to brands that target a young female audience.
According to Nielsen figures, from June 2008, Stardoll has dominated under-18 social networking websites targeting girls, attracting 47% of the global unique audience.