The deal positions the Stardoll brand, best known in the virtual world, in the retail space for a back-to-school debut. It includes an exclusive partnership with leading retailer J.C. Penney that features girls’ apparel, accessories, footwear, hosiery and cosmetics, with additional categories rolling out next year.



Master toy partner Mattel will produce a collection of fashion dolls based on the Stardoll experience. Geared towards both the collector and activity based fan, the dolls will debut at Toys ‘R’ Us in November.


“Stardoll is one of the most exciting and unique brands that I have ever seen in the licensing arena,” says Maggie Dumais, partner and head of licensing and brand development for Innovative Artists. “It is an incredible, groundbreaking opportunity to bring to life the creativity and imagination of girls on a worldwide scope. We are thrilled to be a part of the Stardoll brand experience.”