Marketing Magazine | Brand integration welcome in Spark City

Interactive studio Fuel Industries is inviting brands to interact with tween girls in Spark City, a new simulation game that allows members to shape their own online environment.

U.S. toy manufacturer Jakks Pacific is the first to enter the virtual world, with its Girl Gourmet brand. Players will be invited to enter a Girl Gourmet store, which includes a cupcake shop, cake bakery, sweets candy stand, and a game that allows users to design their own cakes online.“With the success of the Jakks Girl Gourmet Cupcake Maker, we wanted to give kids a new way to interact with our brand,” said Gerhard Runken, director of marketing for Jakks Pacific, in a release. “The virtual environment that Fuel built for Spark City truly captures the spirit and fun of Girl Gourmet, and gives kids and parents an introduction and play experience with the brand before even stepping foot into a store.”

(Full Article:  Brand integration welcome in Spark City)