Social networks Stardoll and Piczo unite

10 March 2009

Teen social network website Stardoll is acquiring rival Piczo for an undisclosed sum to create a unique youth-oriented network with a worldwide reach of 20 million users a month.

Though financial details of the deal have not yet been unveiled, but the merger is described as a 'merger of equals'. Further to the merger, the individual brands will be maintained.

It is expected that the merged entity will be led the Stardoll chief executive, Mattias Miksche.

The new entity Stardoll Network, in addition to Piczo will comprise another newly launched website of Stardoll 'Paperdollheaven.com', and the three combined will target the 'tween' and teen age groups aged between five and 20.

Jim Conning, founder of Piczo said that the merger with Stardoll would allow an even more valuable proposition for advertisers seeking to reach the young audience.

Stardoll launched in 2003 in Sweden has 27 million registered users. The site takes young girls to the virtual fashion world of dressing up celebrities, create 'MeDolls' as well as design and sell virtual wardrobes and soon turned out to be a smash hit.