Stardoll, the world’s largest fashion community for teenagers interested in fashion and celebrity today announced a partnership with OTTO at the DMEXCO in Cologne. The Partnership will provide a new way for teenagers to engage with fashion online. Starting this week, Stardoll members in Germany, Austria and Switzerland will find a virtual OTTO store featuring a new teen range and shopping experience replicating real life.

Leading fashion and lifestyle retailer OTTO have partnered with Stardoll after a first powerful test resulted in more than one million visits to a pop up store. German based OTTO owns two of the UK’s leading mail order companies, Freemans and Grattan. Stardoll integrated games, polls, blogs, and social communication tools to mark a shift in attitude towards the OTTO brand as affordable, trendy and cool. After a redesign the OTTO store was re-launched and will be online for seven months. The virtual store, housed in Starplaza, features a range of looks to browse and buy alerts of new fashion on sale and branded OTTO shopping bags with items sent to users’ suites. The campaign will also allow members to provide instant feedback through surveys and other collaborative activities designed to give teens a voice.

This is the latest in a long line of successful brand partnerships for Stardoll with leading global retailers including DKNY, Miss Sixty, Alberta Ferretti and Elle. Stardoll was launched in 2005, with the goal of offering global brands access to the often elusive teenage demographic. With an average age of 15+, Stardoll has more than 68 million active unique users globally and 2.9 million users in German speaking markets (Germany, Austria and Switzerland).