Stardoll Launches Site Redesign: Responds to Community Feedback as Members Continue to Grow (and Grow up)

STOCKHOLM, July 22, 2010 - Stardoll, the world's largest virtual entertainment and social gaming
site for teenagers interested in fame, fashion and friends, today announced a
site redesign. The redesign project was initiated in response to the
community's demand for a more social and dynamic product, including a visual
design that incorporates a clearer, crisper and more aspirational look and
feel.

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The new site design allows members a broader range of opportunities to be
inspired, create richer content, and share those designs with the rest of the
community more easily than ever before. Some of the changes include:

    - Member Suites: more streamlined and main hub for all activity on
      Stardoll where members can shop, design & sell, create scenery, message
      friends and blog all without leaving the suite.
    - New Community area makes it easier to join a club, host a party or meet
      other Stardoll members
    - Spotlight: highlights the latest activities, contests and featured
      Stardoll member designs which are displayed on a rotating basis
    - Introduction of more social and dress-up games that earn Stardollars

Stardoll membership continues to grow (and grow up), with the average age
of users rising from 13 years old in 2009 to 15 years old in 2010. Other
increases in year-on- year growth include:

    - Registered users have more than doubled from 35 to 68.7 million
    - Time spent on the site has increased from 13.3 to 17.05 minutes
    - Pageviews have increased 40% from 6.2m to 8.7m.

In addition, Stardoll's ad business continues to outperform in key
markets, including the U.S, Europe and Canada with global brands such as
Unilever, P&G. Disney, Warner, Miss Sixty, Sony, Paramount, 20th Century Fox
and Penguin Publishing. For the third year in a row, Stardoll has been
selected as an AlwaysOn Global 250 winner 2010.

"We see our members spending more and more time on Stardoll and 'growing
up' with the platform, said Mattias Miksche, CEO of Stardoll. "The redesign
is a reflection of this, as we continue to develop a more mature and
aspirational brand, that still allows the community to operate in a safe and
private environment."

More about Stardoll

Stardoll (www.stardoll.com/en/) is the world's fastest growing
virtual entertainment and social gaming destination for teenagers. It's a
virtual world where teens come together to create a "MeDoll" in their
likeness, and express themselves through design, dress up and interacting
with one another. Stardoll offers a fun-filled approach to fashion, celebrity
and making friends. Drawing on a worldwide audience of girls, aged 9-17, the
site offers an extensive collection of garments, home designs, and
accessories and make up from a variety of real world and virtual brands.

Scandinavian-born Liisa who was inspired by a childhood passion for paper
dolls founded Stardoll in 2004. Stardoll has doubled in growth over the past
year to 69 million registered users, enabling young women to hone their
fashion and style skills through hand-crafted fashions, fashion houses and
over 800 celebrity dolls that are updated weekly.

    For more information, contact:

    Joan Lockwood, Marketing & PR Europe
    Stardoll Network
    Tel: +44-020-7292-7143
    Email: joan@stardoll.com

For more information, contact: Joan Lockwood, Marketing & PR Europe, Stardoll Network, Tel: +44-020-7292-7143, Email: joan at stardoll.com