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Stardoll
“This is a bold that girls accept played for centuries: it’s about continuing in advanced of the mirror and absent about actuality a princess, a bedrock brilliant or the air-conditioned babe abutting door.” Mattias Miksche is on the buzz from Sweden, authoritative a fair point. But like a lot of things that accept been done for centuries, character comedy is a little altered now, and Miksche’s company, Stardoll, is a acceptable archetype of a 21st-century version.
The Stockholm company’s artefact is, for instance, agenda and transnational. Its variations on cardboard dolls and dress-up amateur advice allure 7.8 actor altered visitors a ages to a Web armpit that is appear in 15 languages and combines elements of a amusing arrangement and a basic world. The majority of visitors are girls — boilerplate age 13.8 — who absorb amid two and two and a bisected hours a ages there. Another abreast aberration is that Stardoll is backed by adventure basic and is aggressive a ambit of competitors all gluttonous to capture, and monetize, the absorption of adolescent fans. These ambit from Cartoon Baby Emporium to Club Penguin, Webkinz to Habbo.
At Stardoll.com, you will acquisition a continued annual of celebrity names: Brad Pitt, Heidi Klum, Amy Winehouse, Paris Hilton’s dog. Bang on a name to get a agenda paper-doll version; adjacent is a arbor of accoutrement you can bang and annoyance to dress the celebrity as you please. Younger users (up to age 12 or so) about stick to this aloof pastime, possibly assuming off their dress-up after-effects to a sibling, or to Mom. But you additionally acquisition abounding appeals to get added involved: accompany the millions who accept registered and active up for a chargeless account, and you can actualize a MeDoll — a agenda cardboard baby apprehension of yourself, or of whatever cocky you’re captivated in expressing. Chat with new online friends, accompany or anatomy a club (there are added than 360,000) and aggrandize your admirers from Mom to users in Tennessee, Britain and Israel. It’s the 13-and-over allotment of the admirers that about takes the plunge.
The allotment footfall gets you, free, 25 Stardollars to absorb in the basic “starplaza” mall. Recently, choices there accept included a cardinal of nonvirtual appearance brands like DKNY and Sephora (both endemic by affluence amassed LVMH Moët Hennessy Louis Vuitton) and assorted celebrity aftereffect curve like Stuff by Hillary Duff. “The millions of associates of the Stardoll affiliation are a accumulation of abundant appliance to the approaching of our brands,” a top controlling at LVMH has explained. “And it is agitative to be able to collaborate with them in their space.” Earn added Stardollars by acceptable a Covergirl of the Day challenge or by recruiting accompany to Stardoll. Or aloof buy added Stardollars with some real-life currency; acclaim cards accepted. Some things — a Heidi Klum-branded clover alternation necklace, for instance — are accessible alone if you become a Superstar. This entails a fee: about $6 a month, or $60 a year.
Miksche, the company’s C.E.O., will not say how abounding Stardoll users accept gone the paid route. On the catechism of the banking arrange that brought DKNY or Heidi Klum into Stardoll, he is evasive. But he has an acknowledgment to anyone fabricated afflictive by commercialization in this girls’ world. “We accept a annual of 1,200 brands our users accept asked us for,” he says, from aspirational names like Dior to circadian ones like the Gap to “the best abstruse Ukrainian jeans brand.” He adds, “They really, absolutely appetite brands.” In added words, it’s not as if girls are actuality alien to branding by the basic apple of Stardoll; they’re already up on it by way of acquaintance in a altered world, alleged earth. After all, one business affiliation appear a abstraction aftermost year claiming that teenagers allocution about brands 145 times a week.
Recently, Stardoll did a abstraction of its own, polling United States users about their cast preferences. Apparently they saw real-world brands on the aforementioned alike as the half-dozen or so invented brands that abide alone aural the site. (Some respondents alike fabricated the — acutely absurd — affirmation that they abrasion the carefully agenda Goth-style cast Fallen Angel to school.) So it’s no abruptness back Miksche mentions that what abounding users want, and what Stardoll will anon provide, is the adeptness to architecture their own agenda accoutrement — and, if they like, advertise it. Maybe what makes the Stardoll adaptation of character comedy altered isn’t the role of specific brands. Maybe what today’s girls accept absolutely captivated is the accepted abstraction of branding. And they apperceive what they appetite from it: a allotment of the action.
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