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Harrods Opens Stardoll Store

The 178-year old British department store Harrods has opened a new store–on the fashion-themed social network Stardoll, according to Brand Republic.

Users (primarily teen and tween girls) can visit the virtual Harrods store and purchase digital replicas of designs by Harrods' real-world kid’s clothing partners including Chloe, Junior Gaultier and Rykiel Enfant.

Users purchase clothes for their avatars using the virtual money called “stardollers,” which is bought using real-world cash.

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