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Rising and falling.

Virtual reality site Stardoll, with 92 million users worldwide, is staking its claim to real world immortality: JCPenney has a direct-to-retail deal for Stardoll clothing and accessories, while Mattel picks up the toy license. Both roll out for back-to-school 2011. Penney will have a separate Latina line shortly thereafter. Earlier this year, Random House Children's Books released its first Stardoll licensed book ... Activision Blizzard disbanded its Guitar Hero unit and ceased development on the newest game due to "continued declines in the music [game] genre." The decision follows on the heels of less-than-stellar sales of 2010's Guitar Hero: Warriors of Rock, as well as low numbers from Rock Band, which Viacom just got rid of.

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Title Annotation:Licensing Ledger;; J.C. Penney Corporation Inc.
Comment:Rising and falling.(Licensing Ledger)( Penney Corporation Inc.)
Publication:Licensing Letter
Article Type:Brief article
Geographic Code:1USA
Date:Feb 21, 2011
Previous Article:Performance.
Next Article:Properties available for licensing.

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