OMG! InterActiveCorp buys teen fashion site

IAC's latest purchase of GirlSense shows its faith in burgeoning teen market, signals that media conglomerate's snap-'em-up strategy may be back on track.

Sprawling new-media conglomerate InterActiveCorp on Tuesday announced that it has acquired StarNet Interactive, an Israel-based company that operates GirlSense, a social site for teen girls. More specifically, GirlSense describes itself as "online dress-up games for girls with fashion sense."

Terms of the deal, which is part of IAC's Consumer Applications and Portals division, were not disclosed.

Other teen-oriented properties in IAC's arsenal, with which GirlSense will likely be intertwined, include virtual world Zwinky and profile customization site Webfetti. GirlSense counts its registered users at 13 million.

"Part of our growth strategy includes acquisition of products and companies that complement our core competencies," John Park, president and CEO of IAC Consumer Applications & Portals, said in a statement Tuesday. "Adding Girlsense.com to our existing teen-targeted product portfolio provides us with broader teen mindshare and access to the coveted tween demographic ."

The ad-supported GirlSense--advertisements are currently served by women's-focused ad network Glam Media--is also aligned with IAC's broader restructuring.

Late last year, the company announced that it would be splitting into five separate corporations as an attempt to center its operations on ad-supported media rather than retail or financial services. And after lying low through the spin-off process and a boardroom battle , the Barry Diller-helmed IAC appears to be back on track with its historically aggressive acquisition strategy.

Last week, IAC's Ask.com division acquired the parent company of Dictionary.com .

 

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