San Diego - Brickfish, a site that encourages consumers to create user-generated content based on branded entertainment, announced on Wednesday that it has raised $11.2 million in its first round of funding, led by Doll Capital Management (DCM).

Other investors in the round included Draper Richards, Draper Associates, Mangrove Capital and OCA Ventures.

San Diego-based Brickfish opened its site in beta in August 2006, and officially launched in January.

The company has created over 30 online campaigns for music, fashion and lifestyle companies -- including Reebok and Warner Bros. Records -- that are accompanied by thousands of pieces of brand-specific user-generated content.

Brickfish will use the funds for product development and marketing.

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