Branding in Tween Worlds
Kids are consumers (virtually)! That was the message on the “New School” panel at the YPulse Tween Mashup on Friday. Speakers from Stardoll, WhyVille, and Cartoon Doll Emporium all recounted that young users of their virtual worlds wanted brands brought into their online environments.
Mattias Mikshe, CEO of Stardoll, said that users were begging for real world brands (“everything from Gap to Gucci.”) This is what led them to create “StarPlaza,” an in-world mall stocked with virtual brands (they now have 9). LVMH-owned Sephora and DKNY just became the first real world brand to set up shop there (featuring the same items as the stores). Cartoon Doll Emporium, a similar “paper doll” site, is also working with offline brands.