Paris Hilton launches a second line of virtual items

Press Release

Paris Hilton is launching a brand-new line of virtual items in Brazil, this time inside the popular social game Segredos do Mar (Secrets of the Sea). This is the second line of virtual items she's launched so far in Brazil in partnership with Mentez, the largest social game publisher in that country. In October 2010, she launched a virtual clothing line inside the Brazilian social game Vida nas Passarelas (Fashion Life).

“Virtual items are really the next frontier for fashion designers like me,” Hilton said. “It's a great way to introduce millions of social gamers to my brand.”

Segredos do Mar is one of the most popular social games in Brazil. It's a virtual aquarium game run by Mentez, Brazil's largest social gaming publisher. The game has 5 million players on Google-owned Orkut, the dominant social network in Brazil. Hilton approved a range of underwater items inspired by her brand, including a mermaid that looks like her.

“Brazilians love Paris Hilton,” said Mentez CEO Juan Franco. “Her first line of virtual items, on our fashion game Vida nas Passarelas, was an overwhelming success. We're happy that we have the chance to work with her again on Segredos do Mar.”

Los Angeles-based Virtual Greats brokered the deal. The firm specializes in building virtual items for the world's top celebrities and brands. Virtual Greats has global virtual item distribution rights with major brands like the NBA and Major League Soccer, and with celebrities like Paris Hilton, Snoop Dogg, Justin Timberlake, 50 Cent and more.

“Brazil is one of the fastest-growing Internet markets in the world, and our partners are eager to get in front of that audience,” said Virtual Greats CEO Dan Jansen. “The demographics tell the story—more than 50 million Brazilians log onto Orkut every single day. They're hungry for compelling, branded virtual items. We see Orkut as a vast opportunity for branded virtual goods.”

From: T.K.
Time: January 13, 2011, 2:43 pm

Vida nas Passerelas means Life on The Runways, not Fashion Life.

From: Jen
Time: January 13, 2011, 5:30 pm

What a very cute concept. I love it!