Fashion Marketing: anyone to sponsor paperdoll fashion on Stardoll.com?

Fashion marketing news: Imagine a site where 6 million female members aged 7-17 spend their time dressing up virtual paperdolls of celebrities and talking doll fashion. If you were an apparel brand targeting tweens, would you partner with the site?

I stumbled upon this very site, called StarDoll, twice in the last days. The first time, it had been mentioned as a competing kids social network site to Club Penguin (Disney's $750 million recent new acquisition). The second time has been when I learnt that "Stardoll lets you virtually dress like an Olsen" (I know).

I went over to StarDoll and found that it could be a great opportunity for an international fashion brand targeting tweens. This site seems wholesome and safe. Girls can talk about fashion and celebs. You can dress up everyone from 50cent, to a HairSpray-ed John Travolta and Marie-Antoinette-d Kristen Dunst. Kids use virtual dollars (that can be bought with very real dollars and euros) to purchase clothes. The site is based in Sweden and is multilingual. Would you put your clothes on sale there? Or give some for free?

Here is what I found on the site:

    "Stardoll is a paper doll dress-up community site for everyone who enjoys fun, fashion and making friends. At Stardoll you can create your own doll or choose from our always growing collection of celebrity dolls and dress them up in our virtual fashions. Every celebrity doll has a wardrobe full of unique clothes and outfits, each month there are new and there are new dolls released every week."  More

Let me know what you think of this fashion marketing opportunity.