Mobile Game Linked to Online Community for Socially Connected
Couture Experience
NORTH HOLLYWOOD, Calif.--(Business Wire)--Starwave Mobile today announced the launch of Beyonce Fashion
Diva, a high-style mobile phone experience that represents the first
venture of its type for the solo superstar singer. Beyonce Fashion
Diva is a mobile game with an online social networking component which
immerses players in a world of self-expression, confidence and style
and features the Dereon clothing line, the fashion collection created
by Beyonce and her mother, designer, Tina Knowles.
Beyonce said, "I love fashion and used to spend hours playing
"dress up" when I was a young girl. As an adult, I still enjoy getting
dressed up for my appearances. I believe our customers truly enjoy
fashion as well and this mobile game is so much fun to play; it allows
everyone to be a Fashion Diva."
Beyonce has universal appeal and the mobile game, with its online
community, gives her fans a fun and fashionable way to showcase their
own style through the Dereon clothing line," said Larry Shapiro,
executive vice president and managing director, Starwave Mobile.
"Beyonce Fashion Diva is a trendsetter for how mobile games can
connect with fans through a multiplatform approach."
"The label is about hip, hot fashion, and Starwave Mobile has
published a game that shows the essence of Beyonce's personal style in
a fun and appealing way," said Mathew Knowles, Beyonce's manager.
"Beyonce Fashion Diva is a stylish game for mobile phones that allows
fans to experience not only the clothing line; but to connect with
other fans online and find inspiration among a community of friends
who share similar interests and fashion sense."
Beyonce Fashion Diva allows players to:
-- Create and style a personal Diva through many different
clothes, shoes, accessories, hairstyles and facial features.
-- Enter photo shoots and engage in other community activities to
compete against online players and earn virtual currency.
-- Make friends worldwide to increase their Diva's popularity and
strut on the Kitty KatWalk.
-- Earn a chance to be featured in the game's Deja Vu magazine.
-- Spend virtual currency to purchase new virtual clothes from
the Dereon line and increase their Diva's style factor.
-- Enjoy clips of popular Beyonce songs from her hit album
'B'Day'; including "Beautiful Liar" and "Green Light."
Beyonce Fashion Diva is now available through major U.S. carriers.
The mobile game is also available on Beyonce's new 'B' phone by
Samsung.
For more information, fans can visit www.beyoncefashiondiva.com or
text BDIVA to 55655 (standard messaging and airtime rates apply).
About Dereon and Beyond Productions, LLC
Beyond Productions LLC was founded in May 2004 by Tina and Beyonce
Knowles, and Jason and Arthur Rabin of Wear Me Apparel / Kids
Headquarters. This partnership provides the infrastructure for
licensing and brand management for Dereon, the junior lifestyle
collection that debuted at retail for the Holiday 2006 season and
House of Dereon, a contemporary women's line that was introduced in
Holiday 2005. Inspired by three generations of women united in a labor
of love, House of Dereon and Dereon are named in honor of Tina
Knowles' mother and Beyonce's grandmother, Agnez Dereon, who was a
talented seamstress and influenced Tina's love of fashion and style.
The Dereon line, which is available at department and specialty stores
across the US and Canada, features sportswear, and denim offerings
along with fur, outerwear and accessories that include handbags and
footwear.
About Sony BMG
SONY BMG MUSIC ENTERTAINMENT is a global recorded music joint
venture with a roster of current artists that includes a broad array
of both local artists and international superstars, as well as a vast
catalog that comprises some of the most important recordings in
history. SONY BMG MUSIC ENTERTAINMENT is 50% owned by Bertelsmann A.G.
and 50% owned by Sony Corporation of America.
About Starwave Mobile
Starwave Mobile is the unit of the Walt Disney Internet Group that
licenses and publishes content from third-party companies. Starwave
Mobile maintains key relationships with all of the major North
American carriers and major content aggregators.
Starwave Mobile
Lily Bedrossian, 818-623-3406
lily.bedrossian@dig.com
or
Music World Entertainment
Lee Anne Callahan, 212-293-1411
la.callahan@musicworldent.com
or
Sony/BMG
Yvette Noel-Schure, 212-833-4438
Yvette.noel-schure@sonybmg.com
or
Beyond Productions, LLC
Hampton Carney
c/o Paul Wilmot Communications
212-206-7447
hcarney@greatpress.com
Copyright Business Wire 2008
