September 15, 2010 03:00 ET

Stardoll and OTTO Team Up to Offer New Way for Teenagers to Engage in Fashion Online

STOCKHOLM, SWEDEN and COLOGNE, GERMANY--(Marketwire - Sept. 15, 2010) - Stardoll, the world's largest virtual entertainment and social gaming site for teenagers interested in fashion and celebrity today announced at DMEXCO, a partnership with OTTO aimed at providing a new way for teenagers to engage with fashion online. Starting this week, Stardoll members in Germany, Austria and Switzerland will find a virtual OTTO store featuring a new teen range and shopping experience replicating real life.

Leading fashion and lifestyle retailer OTTO have partnered with Stardoll after a first powerful test resulted in more than one million visits to a pop up store. German based OTTO owns two of the UK's leading mail order companies, Freemans and Grattan. Stardoll integrated games, polls, blogs, and social communication tools to mark a shift in attitude towards the OTTO brand as affordable, trendy and cool. After a redesign the OTTO store was re-launched and will be online for seven months.

The virtual store, housed in Starplaza, features a range of looks to browse and buy, alerts of new fashion on offer, and branded OTTO shopping bags with items sent to users suite. The campaign will also allow members to provide instant feedback through surveys and other collaborative activities designed to give teens a voice.

This is the latest in a long line of successful brand partnerships for Stardoll with leading global retailers including DKNY, Miss Sixty, Alberta Ferretti and Elle.

Stardoll was launched in 2005, with the goal of offering global brands access to the often elusive teenage demographic. With an average age of 15+, Stardoll has more than 68 million active uniques globally and 2.9 million in German speaking markets (Germany, Austria and Switzerland).

"We are pleased to partner with leading fashion and lifestyle retailer OTTO , says CEO of Stardoll Mattias Miksche at the DMEXCO conference in Cologne, where he is a featured speaker. "Stardoll allows brands to create a unique and deeply integrated virtual experience that's delivered to a dynamic set of users eager to collaborate and give immediate feedback which affects the bottom line."

More about Stardoll

With over 100 million registered users worldwide, the Stardoll Network is the leading group of websites devoted to young women and teens. Launched in early 2009, the network includes: – the entertainment destination for young women focused on fame, fashion and friends; – the original platform devoted to social self expression and visual blogging; and – a simpler game-play environment for the younger, female demographic. The Stardoll Network now works with the world's biggest brands as they look to engage with an increasingly elusive teen audience. The network is the number one publisher in ComScore's teen category, both in Europe and globally.

Contact Information

  • Stardoll Network
    Joan Lockwood
    Marketing & PR Europe
    +44 020 7292 7143