Virtual worlds are hugely popular online but retailers still often struggle with how to market via these worlds. As marketing budgets are being cut, retailers need to make an ever stronger case for new initiatives. The recent promotion that Kohls has run with Stardoll offers an interesting example of how to tap into this audience.

Stockholm, Sweden – Stardoll, a teen and tween social-networking and doll dress-up community, announced on Thursday that it has reached 20 million registered members. This means that Stardoll has doubling its membership in just under a year, having announced the 10 million member milestone on August 23rd, 2007.

Stockholm, Sweden - Stardoll, an online celebrity paper doll dress-up site and community, said on Wednesday that fashion designer Donna Karan and cosmetics retailer Sephora have opened virtual stores in its virtual world, Reuters reported. Stardoll members exchange real-world currency for "star dollars" that they can spend on clothing, accessories and other items for their virtual dress-up dolls.

Los Angeles - Stardoll, an entertainment site for teen girls that features virtual dress-up dolls, announced this week that it has formed a partnership with Dualstar Entertainment Group, which manages consumer products for actresses Mary-Kate and Ashley Olsen. The deal will provide Stardoll's 10 million registered members access to mary-kateandashley brand virtual clothing and accessories. The celebrities will also interact with users via their "Real Celebrity" pages on Stardoll, and judge an online fashion show and other contests. The site will also be updated with video, music and photos of Mary-Kate and Ashley.

Stockholm, Sweden - Stardoll, an online community that lets teen girls dress virtual avatars of celebrities, has signed an agreement with Nettwerk Management to create the site's first official artist page, for teen singer Avril Lavigne, Billboard reported. The page will include four streaming songs, a music video, tour schedule and online store that will offer items including Avril-branded virtual clothing and accessories. Stardoll claims 5.5 million monthly unique visitors to its site.

Viacom, a global entertainment content company, today announced the appointment of Kelly M. McAndrew as Vice President, Corporate Communications. McAndrew will serve as his deputy in managing the day-to-day activities of the company's corporate communications function. McAndrew will also oversee financial communications, working with Viacom's finance and investor relations departments and will be responsible for media relations related to legislative and regulatory issues.
www.viacom.com