70,000 girls aged 12 years and under have registered on the virtual world from the UK

Target Entertainment Group has signed its first licensee for the girl’s fashion and lifestyle brand Brit Chicks. Hong Kong based Prosperity Industrial is on board to produce beaded craft items including beaded jewellery kits, spray pens, spray tattoo pens, spyroarts and stencil sets, paper styling stencil kits and scrapbooks. It has worldwide rights excluding the UK.

The deal coincides with the release of the first statistics following the launch of the Brit Chicks virtual world in the UK on October 1, 2009.

Britchicks.com has got off to a great start, in its first month over 70,000 unique users - comprised of girls aged 12 years and under - registered to use the site and each visitor stayed on the site for an average of 17 minutes.

The impressive first month numbers means Britchicks.com is already holding its own with competing websites within its target demographic. Stardoll, has a unique UK audience of 108,000 children aged under 12 years, while Club Penguin has 196,000 in the UK and the Nickelodeon website 76,000.*

Britchicks.com is a fun, exciting, glamorous on-line destination where girls can create their own character and chat to their friends, go on adventures around the world visiting exciting cities and places of interest, play games, download music and climb the ladder of success to become a celebrity themselves! They can create an avatar in the style of the chicks, choose a hair style and colour, select clothes and accessories, decorate an apartment and generally have fun. By playing the games on the site, users can accumulate Chick credits which they can then spend in the world.

Already, Brit Chicks fans have taken 350,000 photos within the world and have sent over 250,000 virtual cupcakes to each other using their credits!

Target was appointed by UK-based owner, product developer and licensor Brand Champions Ltd to represent the worldwide licensing rights to Brit Chicks.

Denise Deane, managing director of Brand Champions, said: "We are pleased with the first month’s stats which are very promising as well as the feedback we have received from the girls playing in the world. They are telling us that they love exploring the site, that the Brit Chicks are fun funky and cool and that they can’t wait to tell their friends about it – what more could we ask for?
We’ve had a lot of support from parents as well who are thrilled that the girls are learning as they have fun in a safe and monitored environment."

Helen Howells global brand director at Target Entertainment Group added: "These statistics prove that BritChicks.com is the right platform to reach young girls, which presents a huge opportunity for licensees. We are delighted to have signed the deal with Prosperity International and are now concentrating on the other core categories including publishing, apparel, accessories and toiletries".

*Source: Nielson Online 2008, UK NetView