has arrived! Stardoll (formerly known as Paperdoll Heaven) is an online forum started in 2006 that connects users across the globe through the past time of dressing up paper dolls. Featuring over 400 dolls to dress up, Stardoll features dolls in the likeness of everyone from Dakota Fanning to Sacha Baron Cohen,aka Borat. So far, this site has over 5 million users and has generated 10 million dollars to date, (with $6 million three months after its introduction!)
How do they do it? It's pretty simple--by targeting the Tween demographic, Stardoll has successfully been able to monetize access to exclusive paper dolls, in addition to the MeDoll feature. The MeDoll feature allows all members to create a paper doll in their likeness and dress them up in whichever clothes they purchase with their Stardollars. Here's the catch--in order to receive stardollars and, in turn, purchase clothing and gain access to VIP dolls, member must purchase packages ranging from $5.49-$27.98. The geniuses behind Stardoll make it easy for Tweens to purchase Stardollars by offering several different options. Users can purchase Stardollars via Paypal, credit card, and even mobile phone!
Users that don't purchase Stardollars have no need to fear. These members still have access to over 350 dolls that are free for use in addition to the social networking features and games that are available for all users. The social networking aspect allows users from across the globe to interact with one another based on similar interests. Also, Stardoll will hold contests where members compete by creating the best outfit, for example. In turn, winners receive free Stardollars. Additionally, users can visit each other's MeDoll homepages and dress up their personal paper dolls for free.
By allowing extended free use of content, Stardoll allows a greater range of individuals to become acquainted with what the site has to offer. This allowance creates increased interest and a desire to receive the exclusive features of the site--such features that require payment. So far, this model of business is working in Stardoll's favor. I, myself, am I "Superstar member", meaning I pay for Stardollars. Even at 20, I am not ashamed to be engaging in such Tween activity. On the contrary, I am highly entertained by what this site has to offer and I am not alone in this sentiment. There are more 20-something year old members on the site, than one would think. To me, Stardoll is a good way to pass the time when I'm bored--it serves as a good creative outlet for me and clearly serves the same for many others.
Could Stardoll be the Internet's answer to the Barbie doll? Perhaps. Stardoll reaches a broader demographic, is cheaper, more convenient, less time consuming, and far more accessible than actual dolls. Stardoll is the on-demand generation's Barbie doll...This could be the future of interactive entertainment for the younger sect. Already sites like Webkinz.com are emerging as a way to incorporate physicality (of the actual physical product) with interactivity (of the Internet). We will just have to wait and see if sites likes these continue to flourish in the coming months.
Paula Abdul's Stardoll:
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