Plush manufacturer Ty Inc., home of Beanie Babies, has signed digital entertainment agency Animax Entertainment to manage the online work for its Ty Girlz brand.
The partnership launches today with a new online advertising-supported free-to-play virtual world targeting tween girls.
There are virtual goods, new online games and activities, support for micropayments and a new loyalty program. Original entertainment, licensed merch, online media and mobile devices and other social network platforms for moms and kids are all part of the program.
Introduced in April of 2007, the Ty Girlz brand launched with a line of tween-targeted fashion dolls; the virtual world dedicated to girls and can be found at http://www.ty.com.