It's A Girl Thing: Tween Queens and the Commodification of the Girl's Tween Market

A few years of research, thoughts and adjustments that all led to a completed film which, framed by the structure of a faux interactive website for tween girls, looks closely, and critically, at the tween market's evolution and the role of Disney and Nickelodeon's tween queens (Mary-Kate and Ashley Olsen, Britney Spears, Hilary Duff, Miley Cryus, Miranda Cosgrove, Kiki Palmer, Selena Gomez, and more) in the market's explosion.

Wednesday, February 09, 2011

Another match made in...

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El Segundo-based toy maker Mattel has inked a licensing agreement with online fashion game maker Stardoll, Stardoll announced today. Stardoll runs an online fashion virtual world for teen and tween girls. Financial details of the licensing deal were not disclosed. Stardoll said that the deal will take the Stardoll brand from the virtual into the physical world, with first products to become available in autumn of this year. Stardoll is backed by Sequoia Capital and Index Ventures, and is based in Stockholm, Sweden.

Stardoll can be accessed at: http://www.stardoll.com/en/