FashionPlaytes Appoints Dana Stanley as VP of Research

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Market research veteran to help brands better understand Gen Z market through access to 850,000-member FPgirl tween community.

FashionPlaytes, Inc. ( today announced that market research expert Dana Stanley has joined the FPgirl team as vice president of research. In this newly created role, Stanley will lead FPgirl’s market research programs, including Club Z, an online community where tweens and families connect with brands to share their opinions. He will also oversee FPgirl Market Insights, a research program that provides intel on how Gen Z girls think about everything from technology and brands to fashion and celebrities and what motivates them to engage.

Gen Z girls are influencers and innovators – digital natives who have tremendous buying power themselves as well as strong influence over the family spending. FPgirl has given tweens a voice through its vibrant FPgirl community, which has grown from 30,000 Gen Z girls at the end of 2011 to more than 850,000 today. This social platform is not only a fun way for the girls to interact with the FPgirl site and with each other, but also provides valuable information for brands as they position themselves in this market.

“The Gen Z market has historically been difficult to reach,” Stanley said. “FPgirl has created a social platform that is COPPA-compliant and parent approved. The girls love to interact and engage with the site and with each other. I’m looking forward to helping companies seeking to better understand and engage with Gen Z girls and their moms.”

Rather than relying on a traditional market research panel approach, FPgirl lets brands enter into rich conversations with tween girls in their own environment, a community where they’re excited about voicing their opinions and sharing what they like – and don’t like! – about all kinds of topics, from fashion and style to travel, food, media habits and more.

Stanley, a 20-year research veteran, comes to FashionPlaytes from survey software specialist Survey Analytics, where he served as vice president of marketing. This appointment reunites Stanley with fellow market research veteran Dean Wiltse, FashionPlaytes’ CEO. Stanley previously worked for Wiltse when the latter served as CEO of online research specialist Greenfield Online.

“We’re very pleased to welcome Dana to the FPgirl team to lead our market research programs,” Wiltse said. “As our FPgirl community continues to grow, FashionPlaytes has emerged as the only platform to connect brands directly with Gen Z girls. Dana will help FashionPlaytes become a strong partner for brands positioning themselves for success with this elusive tween girl market segment.”

About FashionPlaytes and FPgirl:
FashionPlaytes is the creator of, the go-to destination for Gen Z girls who want their voices to be heard. These bright, talented and engaged consumers have demanded a girl-driven online space where they can talk about everything from technology and brands, to fashion, celebrity, and everything in between. The safe and parent-approved FPgirl community delivers content and commerce to nearly one million tweens who love sharing their insights about what it's like to be a girl in today's world. Learn more at

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Halley Spong
Connect2 Communications
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