Stardoll Signs Multi-year Licensing Agreement with Mattel

Taking the Stardoll experience from Virtual into Physical World

PR Newswire — February 8, 2011

NUREMBERG, Germany, Feb. 8, 2011 /PRNewswire/ — Stardoll, the online fashion game and world’s largest website for teen and tween girls today announced at the International Toy Fair, a multi-year licensing agreement with Mattel. The partnership is aimed at taking the Stardoll brand from the virtual into the physical world with the first product line to come in the autumn of 2011.

Global toy company Mattel has teamed up with Stardoll after years of successful commercial collaborations allowing brands to engage online with their target audience. Mattel brands that have advertised on Stardoll include Barbie®, Fashionistas®, Monster High®, with the companies deploying a range of highly creative solutions that included launching a fan club, exclusive dolls and a virtual store.

“We are pleased to be working with the world’s largest toy company in a partnership that will see Stardoll moving from the virtual into the physical world,” said Mattias Miksche, CEO of Stardoll Network from Nuremberg where he is a featured speaker at the International Toy Fair. “This year we are very focused on entering the licensing space so that our members can experience Stardoll in new and exciting ways; Mattel is making this a reality for them.”

In January, it was announced that Random House Children’s Books launched a printed copy of ‘Mortal Kiss’ in bookstores after the interactive mystery story, originally only released on the web, was a huge hit among members. Commented Mattias Miksche: “We knew that our users love the immersive online experience on, but we are thrilled to learn that we’ve built a brand that carries from the online to the offline retail world.”

Stardoll was launched in 2006, has more than 92 million registered users globally and reaches over 15 million unique users per month.

100 Responses to “Stardoll Signs Multi-year Licensing Agreement with Mattel”

  1. 1 Kari McCreath February 8, 2011 at 1:48 pm

    Really exciting news! Thanks for posting this on the blog, Joan. 🙂


  2. 2 v... February 8, 2011 at 1:58 pm

    I hate Mattel…plz nooooooooooooooo…='(
    PS_sorry my english, Im italian…!


  3. 3 Princess_isastz February 8, 2011 at 2:30 pm

    Visite me


  4. 4 Solyma77 February 8, 2011 at 2:41 pm

    First off, congratulations. I hope this doesn’t affect the users of virtual Stardoll in any negative way.

    And now for yet more complaints from me:

    1. Although my Valentine’s gift-o-meter is over 50% full, I haven’t received any of the gifts. Is it because I bought the Pretty in Pink Hearth Shop items before you put up the gift-o-meter? If so, then it is your fault and you should try to fix this by giving me the gifts you’re giving to other people.

    2. I noticed many changes to Starplaza today, and among them A VERY ALARMING ONE! The “buy” and “basket” buttons don’t work for me!!! Clicking on them is useless!!! Geez, what have you done?!



    • 5 Courtsdiva97 February 8, 2011 at 8:31 pm

      Erm, the buttons work, you have to drag the items to the bottom of the basket where it says ‘drag items here’. I made the mistake, but actually had the brain to check it before I just shot my mouth off. The gift-o-meter come up today, and if you brought items BEFORE it was released, then obviously you won’t get the gifts. Some people have no common sense. Argh.


  5. 6 Solyma77 February 8, 2011 at 2:47 pm

    Oops, forgot to mention:

    I received the Valentine Pass gifts even though I didn’t pay for Valentine Pass/haven’t bought additional membership recently. I suppose I received these gifts by mistake…another of your mistakes. Yeah, you can remove those gifts from my suite ’cause I didn’t pay for them, alright?


  6. 7 emolein12 February 8, 2011 at 3:40 pm

    mattel sucks please no !!


  7. 10 wendy February 8, 2011 at 5:43 pm

    why stardoll can’t reamin the same! himself?? please i like stardoll like this and i don’t want that my doll become a barbie!


  8. 11 FabiiLein February 8, 2011 at 5:44 pm

    PLS DON’T DO THIS ! 😦 !!


  9. 12 fairydust774 February 8, 2011 at 6:14 pm

    er, i dont know. this could be good, but im not looking foward to what they are gonna do

    (visit me on stardoll, im fairydust774)


  10. 13 ava February 8, 2011 at 6:16 pm

    there will be a stardoll toy if they are aggreeing with mattel



  11. 14 Alyssa February 8, 2011 at 6:47 pm

    If you don’t like the new toys, then don’t buy ’em, simple as that. -.-

    And stop complaining, this is pretty cooL!!! And if you spent your money BEFORE the gift-o-meter was up,then it IS fair, it’s not their fault that you blew off the money before you even knew about the gift-o-meter.Stop complaining.


  12. 15 lokowata February 8, 2011 at 7:42 pm

    I think its a great idea.I have 31 years but i still love Barbie.


  13. 16 chocolatofreak February 8, 2011 at 8:12 pm

    Cool (:
    Congratulations Stardoll.

    Hehe, I don’t really get it though,
    do you mean like there are going to be like dolls we can buy and play with in real life?
    Like physically?
    Omg that’d be so cool lol, I’d so buy my medoll and me and her can like play on Stardoll together hehe (:


  14. 17 anonymous February 8, 2011 at 9:17 pm

    oh no -.-
    i hate mattel!!
    now i hate stardoll, because all has changed -.-


  15. 18 Curious February 8, 2011 at 11:15 pm

    Why are your interiors so small? I buy interiors & then take them out because the rooms are bigger than the interiors. I thought interiors were meant to make rooms bigger if not what’s the use of them? eg. popshop, the office interior, pallazzo etc.

    And why do you assume everyone is a dress collector? Almost every promotion you make or store (eg. pretty in pink valentine) has one shoe or bag. It’s just dresses everytime. The demand for dresses might be more…. oh I give up do what you wish it’s your site not mine.

    And I couldn’t care less about your definition of recurring superstar members being only those who pay 6-12 months. That’s your loss not mine.

    Congratulations by the way on your agreement or patnership, sometimes changes have to be made to make things interesting. But if it affects me like your starbazaar decsion & your recurring member definition, I’ll quietly leave (I’ve made changes too on how much time & money I spend on the site anyway).


    • 19 Curious February 9, 2011 at 1:15 am

      I bet a lot of people saying they ‘hate’ mattel are not sure what it’s about. I’ve been seeing it occassionally but wasn’t sure. I just checked their website & it’s really good, I discovered they make barbie too & have online games which will appeal to some users. People might like the new items like they liked the stardoll application. Why is the stardoll application not on android or ordinary phones? How many stardoll members could afford an iphone/pod/pad?


  16. 21 Solyma77 February 8, 2011 at 11:33 pm

    So you’ve added a step to the buying process. In order for the “buy” button to work, you first have to drag the item to the lower area of the dressing room. I don’t see an improvement in that…adding steps…complicating things rather than simplifying them…but, oh, well.

    I bought an additional item from the Heart Shop just to see if I would get any gifts, and I got at once all the gifts you were owing me. In other words, if I hadn’t bought this additional item, I probably wouldn’t have received the pending gifts.

    PS: And, Alyssa, please stop complaining about other people’s complaining! 😀


    • 22 mya February 17, 2011 at 6:48 pm

      I like the new step it stops me from just buying random stuff I try on, Like when I try on some thing and then some thin over it, Or when its gets lost in the screen, now I am not wasting my SD, acidental purchaces, I love it. Just saying 🙂


  17. 23 Vaydan98 February 9, 2011 at 2:50 am

    I’m not sure about a medoll Barbie but I suppose, it COULD be okay.
    But anyway, I just want to know, whenever I try to upload a club pic, it’s rejected. Even if I just typed the name of the club on Paint! What’s wrong with that?!?!?!?!? AND, to make it worse, the rejection message comes up about 30 times! :O


  18. 26 cutiebabes3 February 9, 2011 at 10:33 am

    Will it be sold in Australia?


  19. 27 Mya February 9, 2011 at 12:24 pm

    I like Mattel, i collect Barbies and I wish i could buy the Monster High in Romania. I hope this will be a good experience for the SD members.


  20. 28 hohokoko1328 February 9, 2011 at 2:32 pm

    cook, hope it will bring something good to stardoll!


  21. 29 DiorDress February 9, 2011 at 3:49 pm

    I don’t play with barbies or something.
    I thing okay, but it is not for ME


  22. 31 Ammar February 10, 2011 at 3:24 am

    Woooooahhh !! If they make stardoll dolls it would be a dream come true !! I’m 16 but I collect dolls, so I’ve always wished that they would make them !! I would buy every one of them if they are as pretty as the stardolls !! This is amazing exciting new, I’m ecstatic !!!!! 😀


  23. 32 Pooja Singh February 10, 2011 at 9:32 am

    i love it…..just waiting 4 the products 2 release…


  24. 33 dDaArReLlYy February 12, 2011 at 12:28 am

    pues para mi esta muy bien pero0 de quien de stardoll medooolls de perilice o de quienvan a ser esas dichosas muñecas


  25. 34 poopy_patiness February 13, 2011 at 1:23 am

    I love Stardoll the way it is but I guess improvements would be cool too! 🙂


  26. 35 ngh-ox February 13, 2011 at 11:19 am

    Just because they are making a doll doesnt mean the website will change people? Too old a for a doll? dont buy it!! This just means stardoll will appeal to more ages than before, ive seen from about 11-30 on here! This may mean people from aged 3-11 can also interact in some way with stardoll, more money, more ideal for the site! woohooo


  27. 36 missluana4 February 13, 2011 at 12:59 pm

    I’m seriously thinking of leaving the stardoll has no place .. .. .. need to renew my association and always did it by phone (SMS) is now a need to attach the credit card did not do it .. .. you will not lose much be sensible with it .. and re-accept the charge by phone (SMS) .. .. OBG PS: if not back to normal and let the stardoll somebody else comes along with me .. you are being intransigent.
    Ler foneticamente
    Dicionário – Ver dicionário detalhadoconjunção0.and


  28. 37 Fernanda February 13, 2011 at 8:27 pm

    Girls stop complaining! The stardoll said he would undergo changes with this deal? No! He just said he will spend in the virtual world into the physical world that is … In agreement with the mattel toys they will launch the brand stardoll nothing more.


  29. 38 emolein12 February 14, 2011 at 3:37 am

    omg !!! mattel is child shit !!!


  30. 39 cl3m3 February 19, 2011 at 2:35 pm

    It’s Barbie ?


  31. 42 mimin20 February 21, 2011 at 4:29 am

    Hey people, why u keep on trying to complain in this way… there’s an item on the page that says “contact us”, u can write there a suggestion or complaint, n they will answer u!!!!!!!!! i’d tested it….

    stop complaints that doesn’t have any answers or readers!!

    do yourself a favor… 🙂


  32. 45 cordarius March 3, 2011 at 12:40 am

    what up


  33. 48 xx.Kerii-Babii.xx April 5, 2011 at 10:20 pm

    I hope Stardoll don’t start having Barbie as dolls!!!


  34. 50 Marysharyclary June 5, 2011 at 8:01 am

    Oh i love mattel but stardoll is becoming too much like the people from other contries dont get the free stuff from other countries wich is not fair humph and i love barbie and i have non of the stuff cos i live in a country wich i will not tell but still its soooooo not fair i lovvveeee barbie cry cry cry:(


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