In approximately a month and a half, Animax engineered, designed, animated, engineered and launched a virtual world to coincide with the international launch of a new girls focused fashion doll product line for Ty.  The site included multiple elements including a token economy, games, chat, interactive avatars and avatar asset manipulation. Animax developed over 50 different dress-up, makeover and other fashion related games and literally thousands of art assets.

We also led the marketing and promotional efforts, including viral marketing and public relations. The site launched in 2007, beating competing virtual worlds from Barbie and Bratz to market and launching right after Toy Fair.  The site continued to live for a few years post launch with Animax continuing to develop and roll out content. The success of the program led us to be awarded the development of the Beanie Babies virtual world as well.