Collection of websites is aimed at tween girls
Innovative Artists is looking to push Stardoll offline and turn the collection of websites for tween and teen girls into a retail brand.The tenpercentary has brokered an exclusive licensing pact with JCPenney that will have the retailer sell apparel, accessories, footwear and cosmetics aimed at 7- to 16-year-old girls. First products will roll out in time for the 2011 back-to-school shopping season with other categories bowing next year. JCPenney will showcase Stardoll’s wares through in-store boutiques at over 300 stores nationwide, backed by a marketing push. At the same time, Mattel will create a line of dolls that it will sell through Toys R Us stores starting in November and tap into the designs and interactive play found on the Stardoll virtual world. Launched in 2009, the Stardoll network encompasses Stardoll.com, Pczo.com and PaperDollHeaven.com. Deals were brokered by Maggie Dumais, partner and head of licensing and brand development for Innovative Artists, who worked closely with Stardoll’s CEO Mattias Miksche and Innovative Artists prexy Scott Harris. Licensing pact is the latest for Dumais’ nine-month-old group at Innovative. Divison has also recently paired up Valerie Bertinelli with TJ Maxx, Marshall’s and Living Spaces, Kellan Lutz with denim maker Dylan George and will soon launch a line of luxury fragrances for Keith Urban. Other clients include Jon Bon Jovi, Lady Antebellum, Dr. Lisa Masterson of “The Doctors,” Holly Robinson Pete and Raquel Welsh, among others.