Elle US cosies up to Stardoll's 8m users

LONDON - Stardoll, the tween girls' website that boasts 2.6m UK members, has struck a content partnership with Elle US and its editor Malina Joseph.

Joseph will contribute to the site's online-only magazine with a blog, style tips, video interviews with notable fashion designers, as well as engaging in live chats with Stardoll's community.

The Hachette Filipacchi title will benefit from Stardoll hosting links to popular Elle blogs such as Street Chic and Fashion Spotlight as well as to the online-only spin-off title Elle Girl.

Stardoll attracts more than 8m users around the world per month, 94% of whom are teen or tween girls, with its mix of outfit creation, celebrity and social networking. Its UK sales house is Unamis.

Mattias Miksche, chief executive of Stardoll, said: "Stardoll's partnership with Elle legitimizes Stardoll as an ideal platform to communicate with young fashion-oriented woman."

He added Stardoll wanted to help Elle get its offline content to its community.

Joseph said: "I'm looking forward to interacting with this enthusiastic group of fashionistas in so many fun and exciting ways."

Stardoll is backed by two well-known internet venture capital investors, Sequoia Capital, which has a track record including Google and Yahoo!, and Index Ventures, which put money into Skype.