IAC/InteractiveCorp is making its second acquisition in less than a week, buying the parent company of teenage site GirlSense, StarNet Interactive, for an undisclosed sum. Based in Israel, StarNet has 20 employees and raised USD2.7m from investors including Leo Capital Holdings in 2006. The startup will form IAC’s first presence in Israel.
GirlSense lets its estimated 13m registered users design and sell virtual fashion items. The site targets nine to 14-year-olds, most of whom live in the US. “We feel this particular product has a demographic we’re not reaching,” IAC’s John Park tells RedHerring. Park is head of IAC’s consumer applications and portal division, which owns Zwinky, a teen virtual world where users can dress up and create web characters.
The deal follows IAC-owned Ask’s acquisition of Lexico – the parent of Dictionnary.com and Thesaurus.com – last week. The media group is planning to break up its business into five units in Aug, leaving the core company with a series of web 2.0 businesses including Ask.com, Match.com and Citysearch.
IAC has more than 60 brands operated by around 20,000 employees in 28 countries. The media firms’s sites are viewed approximately 600m times each month, according to comScore.