Stardoll AB, the company behind www.stardoll.com, the world’s leading online fashion game for young women, is taking a serious step into mobile games development and publishing by releasing several new titles in late 2012 and early 2013.

In addition to tapping into Stardoll’s massive user base, this new initiative targets a broader female demographic by creating new and exciting IPs. All games will feature the ‘Stardoll Connect’ functionality where existing Stardoll.com players gain access to their Stardoll friends as well as access to unique items and benefits.

Launching in December is the internally developed iOS exclusive game Fashion Inc. where the player gets to manage a fashion house and the entire creative process from design to point of sale.

‘The era of ‘pink it and shrink it’ is in the past!’ We respect our audience: young women deserve a wide variety of high quality games and we intend to deliver just that,’ said Tobias Sj’gren, Vice President of Mobile Games. ‘In addition to our own internal development team we are working with several top tier developers to ensure a steady stream of great free to play games on iOS and Android.’

‘We are a user-focused company and our ambition is to adapt to the rapidly changing games’ market. Our users spend a huge chunk of their lives on mobile and we need to entertain them where they are,’ said Mattias Miksche CEO of Stardoll.