Girls are spending hours dressing up avatars online—and both startups
and big brands such as Disney and Mattel are vying for their attention
Building the Brand
It's also why traditional brands such as Mattel, Disney (DIS), and Trollz maker DIC Entertainment
have entered the space. Each site—Barbie Girls, Disney Fairies, and
Trollz.com—offers the user the ability to create her own character,
play games, chat with other avatars, and decorate her own "room," or
page. Startups Stardoll and GirlSense are also kid-friendly and
compliant with the Children's Online Privacy Protection Act (COPPA).
Gaia Online, Wee World, Meez, and IAC Interactive's (IACI) new Zwinktopia all cater to teens (and adults) 13 and up.