February 10, 2011, 11:33 AM

OMG! Girls’ virtual fashions to become a reality at J.C. Penney

The retailer will sell a new clothing line from Stardoll.com, a fashion and gaming site.

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J.C. Penney Co. Inc. is thinking ahead to the 2011 back- to-school shopping season with the announcement today of a partnership with Stardoll.com, an online fashion and gaming site aimed at teens and tween girls; tween typically refers to children between the ages of 9 and 12. Stardoll will produce a clothing line for exclusive sale at 300 J.C. Penney stores and at JCP.com, the retailer’s e-commerce site. The retailer says Stardoll, which is based in Sweden, has 90 million members around the world.

"Given the enormous popularity of Stardoll, bringing the brand to life presents an exceptional opportunity to reinforce J.C. Penney as the first-choice style destination for tween girls," says Clark McNaught, senior vice president and general merchandising manager for the children's division at J.C. Penney, No. 16 in the Internet Retailer Top 500 Guide. "Beyond that, this innovative collaboration will allow us to continually improve this new brand, by observing and reacting to the style trends that resonate with the Stardoll community."

Stardoll.com users can play online games and also create their own avatar called a MeDoll, which kids can dress and personalize.

The new fashion line at J.C. Penney will include trendy apparel and accessories for girls sizes 7-16 and will retail from $11.99 to $23.99, according to the companies.

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