Virtual clothing design studio FashionPlaytes has partnered with SecretBuilders to allow users to purchase real-world versions of clothes they've designed in the virtual world. FashionPlaytes targets girls 5 to 12, who will have to register for SecretBuilders in order to purchase physical copies of their virtual designs. The partnership also calls for FashionPlaytes to incorporate new features like mini-games and an in-game chatroom. 

"There are 14 million girls ages 7-13, and this tween demographic is very active online," said Sarah McIlroy, CEO and co-founder of FashionPlaytes, in a press statement. "This partnership creates a tremendous opportunity to gain market share in the $11 billion tween girl apparel market by providing an unprecedented online shopping experience that also fosters creativity and imagination."

The new mini-games in FashionPlaytes will be provided by SecretBuilders, but tailored to suit FashionPlaytes's target audience and themes. Available games will include Dolly Dress Up, Picasso, and Story Builders. The new chat feature will allow young users of the site to discuss their designs, fashion, and other topics with each other in a moderated environment. FashionPlaytes will celebrate the new features by holding a virtual in-world fashion show and giveaways. 

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