Fashion-themed virtual world FashionPlaytes has raised a $4 million in funding in a round lead by Fairhaven Capital Partners, New Atlantic Ventures, Launch Capital, and Golden Seeds. FashionPlaytes plans to use the new funds for product development and customer acquisition. This brings FashionPlaytes's total funds raised to $5.8 million. FashionPlaytes is targeted at girls 5 to 12 and lets them design their own fashions in the virtual world.
The company can then make a physical garment using the virtual design and ship it to the player who created it. FashionPlaytes's platform includes a virtual sketchbook and a way to combine design elements to create over 5 million design combinations with clothing as diverse as hoodies, dresses, and jackets. Price points for the custom clothes are comparable to Gap Kids prices, ranging from $15 for a pair of pants to $40 for a custom dress.
FashionPlaytes launched in November 2009 and since them its users have created over 200,000 unique pieces of clothing. Hello Kitty parent company Sanrio has partnered with FashionPlaytes for a series of branded clothing design kiosks in US retail stores. Founder Sarah McIlroy says future versions of FashionPlaytes will have more of a community and social focus, introducing features that let kids interact and share designs.
Join us for App Conference – October 18-19, 2012 in Santa Clara