Cherish PR to boost doll site's UK profile

Cherish PR has landed a brief to run Stardoll.com's PR campaign in the UK. The fashion site gives members, mostly teenage girls, the chance to dress up virtual dolls in different clothes and has more than 20 million users worldwide.

The website is particularly well known in the US and the Stockholm-based company is now looking to increase membership in the UK and Europe.

Cherish's brief is to raise the website's profile in the UK by conducting a media relations campaign.

The campaign will focus initially on the business-to-business press as the website looks to work with UK fashion and entertainment brands that appeal to teens online.

'Stardoll users are now able to buy garments for their online dolls that actually exist in real life stores,' said Rebecca Oatley, managing director of Cherish PR. 'The website already has relationships with DKNY, Heidi Klum and the Olsen twins and it is now looking for partnerships with like-minded brands in the UK.'

The second stage of the campaign will focus on consumer PR aimed at Stardoll.com's core audience through magazines such as Marie Claire and Sugar.

Cherish PR is now the site's retained agency in the UK. The account was not put out to pitch, with the agency being recommended to stardoll.com following its work with teen magazines and internet brands such as ivillage.com.

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