Some 9 million Stardoll members now have a multi-level shopping mall with stores that reflect the fashion sense of the nine in-world clothing brands with names like "Fallen Angel" and "Pretty in Pink." The StarPlaza also features furniture and other accessories that users can buy to customize their virtual suites.
In addition, real-life designers will have the option to create virtual wares, like the promotional merchandise available from Hilary Duff, Avril Lavigne and Swedish pop singer, Darin--celebrities that recently joined the Stardoll community.
Members purchase items with Stardollars--virtual currency that can be bought via credit card, PayPal, over the phone or via SMS. The company imposes a $10 weekly maximum for phone or SMS purchases, aiming to foster "fiscally responsible" fashion behavior in teen and tween girls. Since a parent or guardian over the age of 18 must be present for credit card purchases, that weekly limit is set at $25.