Stardoll, an online doll website aimed at seven – to 17-year-olds, is set to publish new fashion content after signing a deal with Elle US, reports BrandRepublic.
Malina Joseph, editor of Elle US, will provide Stardoll with a fashion blog, style tips and video interviews with designers. The Stardoll site will also feature links to popular Elle blogs such as Street Chic and Fashion Spotlight as well as to the online-only spin-off Elle Girl.
Sweden-based Stardoll allows users to create a “MeDoll”, choosing a range of features including hairstyles, skin tones, lips, eye-colours and noses.They can dress and style their doll with clothes and accessories from the Stardoll shop, create a personal room for the doll and dress celebrity dolls online.
The company hit the headlines in August after Stardoll topped the list of the most popular websites for children in the UK. More than 30% of UK children under the age of 12 say Stardoll is their favourite online destination, making the site more popular than Lego, the Cartoon Network or BBC’s CBBC.
Stardoll is backed by Sequoia Capital, which also invests in Google and Yahoo!, and Index Ventures.