Stardoll to merge with Piczo

Stardoll, the social network aimed at teenage girls, has merged with teen website Pizco to form a network that aims to allow brands to reach users in a more “focussed”

A new site, Paperdollheavan.com, targeting a young female demographic is also to launch.

The three will form the Stardoll network that will reach, the company claims, a combined total of more than 20m people per month.

Stardoll has recently been focusing on growing its European presence with the opening of a UK office, signing DKNY and T-Mobile as its first advertising partners.

It launched an online magazine in partnership with Hachette Filipacchi Media US title Elle in October.

Stardoll launched out of Sweden in 2003 and has over 21 million members worldwide. Piczo, which allows users to build and customise their own web pages, was founded in 2004 and has about 30m registered users.

Jim Conning, founder of Piczom, says joining the network will allow it to grow and “an even more valuable proposition for advertisers seeking to reach that audience”.

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