FashionPlaytes Reaches Major Milestone with One Million Registered Users

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Tween girls' passion for social interaction fuels company's mega-growth and helps launch new programs for brands looking for innovative ways to engage this demographic.

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FashionPlaytes, Inc. ( announced today that it has reached a major milestone in its young history as the go-to destination for all things related to tween girls: it now has over one million registered users or "FPgirls," as they're commonly known. Since the company's founding in 2009, FPgirls have created over 10 million designs online. The community of girls has also influenced and created hundreds of real-world products through monthly design contests and “pick the trend” surveys. As impressive as those stats might seem, it's the FPgirls' consistent level of social engagement—with 1.5M responses to polls and questions, comments, and votes in design contests monthly—that has garnered the most attention.

Founder and president, Sarah McIlroy, said this enthusiastic engagement is what makes FashionPlaytes such a powerful platform for brands that want to tap into the mindset of this demographic. "What started out as a place for fashion-loving tweens to create clothes and connect with one another has blossomed into a vibrant, rich online community of passionate tween girls who've found a fun and safe place to express themselves. And not just about fashion, but everything under the sun: technology, school, celebrities, dreams and ambitions, you name it. These girls want their voices heard. It's extremely empowering for them and thrilling for us to help make it happen."

This evolution was so noteworthy that FashionPlaytes has begun providing unique opportunities for relevant brands to interact and engage with its 1 million-strong audience. In addition, they’ve launched Club Z, a free, COPPA-compliant loyalty program for girls where they earn rewards and enter contests for prizes in exchange for their opinions, participation in fun challenges, and feedback about innovative products and brands.

Dean Wiltse, FashionPlaytes chairman and CEO, said, "Club Z is all about making sure each member's voice is heard, and not just by her friends, but by the brands she knows and loves. Through their participation in Club Z, members discover how to provide meaningful feedback and evaluate others' opinions. And they're able to do it in a safe place, since FashionPlaytes adheres to the strictest standards when it comes to children's safety online."

As FashionPlaytes continues to evolve, the FPgirl team anticipates creating even more features and benefits to empower its one million-plus members and programs to help brand partners understand and reach this discerning, powerful and elusive demographic.

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 over 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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Jeanne Connon
FashionPlaytes, Inc.
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