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BBC Partners with Stardoll

BBC Worldwide has inked a deal with the online fashion world Stardoll for branded "Strictly Come Dancing" (known outside the U.K. as "Dancing with the Stars") virtual items in its online community.The deal will roll out initially in th

The deal will roll out initially in the U.K. and will offer Stardoll users access to an exclusive Strictly Come Dancing club where they can obtain virtual items inspired by the show. A subscription allows users to access to a range of Strictly Come Dancing inspired costumes and props for use in the virtual and safe Stardoll world. Additional items unlock separately as the club grows.

"Attracting new audiences as well as building strong relationships with some of the show’s most passionate young fans in new and engaging ways marks a very exciting move for the Strictly brand," says Simon Hutson, director of digital development at BBC Worldwide. "This digital world allows fans to experience the glamour of the ballroom before, during and after the show’s transmission and ensures they have their own way of interacting with the show in an environment they already socialize in.”

"We’re excited to bring a new dimension of digital entertainment to our members with a full Strictly Come Dancing experience complete with outfits from the show, dance club, and fun activities that link to the actual TV program," says Chris Seth, executive vice president and general manager at Stardoll. "This partnership is a perfect match because our members thrive on real world experiences coming to Stardoll.”

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