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Animax to guide Ty Girlz's online efforts

By Staff -- Gifts and Dec, 3/1/2010 12:14:00 PM

LOS ANGELES—Digital entertainment agency Animax Entertainment has been tapped to oversee online efforts for Ty Inc.’s Ty Girlz brand.

The partnership launches today with a new online advertising supported “freemium” free to play model in the tween targeted virtual world. There are new virtual goods, new online games and activities, support for micropayments and a new loyalty program. Original entertainment, licensed merchandise, online media and extensions to mobile devices and other social network platforms for both moms and kids will also be implemented.

“We’re excited to continue working with Animax Entertainment on the development of the Ty Girlz brand. Together we will be able to extend the brand’s reach and enable more girls to interact with each other in a growing online creative space,” said Chris Johnson, Ty’s chief technology officer.

Introduced in April 2007, the Ty Girlz brand launched with a line of tween targeted fashion dolls and a corresponding virtual world. Since launch, the line has expanded to three dozen dolls and ancillary product lines, including clothing, accessories and pets.

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