The Explorers series continues with an update on the brands marketing across the spectrum of virtual worlds.
Rather than show all worlds and brands together, this analysis is now split between grown-up platforms and worlds catered towards kids and tweens. The table below shows kids and tweens.
What’s of note to point out here is the success of Stardoll in introducing real world brands from the clothing and accessory sectors. Their Starplaza splits out these companies by Fashion, Beauty and Sparkles and includes Heidi Klum, DKNY, Volie and a recent partnership with Fox Walden for the Nim’s Island movie.
Why do they do this? Because there’s a huge demand in this age segment for avatar customisation, or putting it in their terms, Paperdolls. Thinking wider though, there’s an incumbent demand for avatar demand across all virtual worlds, regardless of the target age group because no-one wants to look like a newbie. Clothing and fashion brands take note.
