Retail Merchandiser - January/February 2012 - (Page 48)

COVER STORY Evolution The ‘fame, fashion, friends’-centered website takes the leap into the real world with two big licensing deals. The Stardoll T he world of products aimed at “tweens” is an ever-changing one – what’s hot one minute will inevitably become passé in short order as new characters and brands enter the marketplace. The creators and licensees of these seemingly ephemeral brands face an uphill battle to stay relevant to a demographic notorious for being fickle. For Stardoll Media, the company behind the online community, the key to capturing and keeping the attention of its target audience of 9- to 14-year-old girls is to change as often as they do. Stardoll is an online community of more than 150 million subscribers dedicated to fashion, making friends, shopping and creativity. “The Stardoll motto is ‘fame, fashion, friends,’ and that’s really what we’re all about,” says Maggie Dumais, head of the branding and licensing division of Innovative Artists, Stardoll’s licensing agent. Stardoll users customize and “shop” for an online representation of themselves, create environments for their creations and share them with others, in addition to other activities. “I think what Stardoll has done is kept themselves creative and almost neutral in a way – there’s no specific point-of-view 48 January/February 2012

Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2012

Retail Merchandiser - January/february 2012
What the Nose Knows
Customized Marketing
Greener Logistics
Illuminating Retail
Toy Fair 2012 Preview
Wandering Wallet
Targeting Digital Neighborhoods
Ces 2012 Show Wrap-Up
Category Insight
Striker Entertainment
Joester Loria
Sony Pictures
Mind Candy
Empowered Media LLC
Global Icons
Pep Boys
Tedeschi Food Shops
New Hampshire Liquor
B-O-F Corp.
New & Notable

Retail Merchandiser - January/February 2012