FashionPlaytes raises $4 million for clothing design platform Tween – TechCrunch

Playtes mode, a web-based platform that lets ‘tweens’ design their own clothes, raised $4 million in funding led by Fairhaven Capital Partners with New Atlantic BusinessesSeed capital and golden seeds participate in the round. This brings the startup’s total funding to $5.8 million.

The site, which is aimed at girls aged 5 to 12, takes dress-up games a step further and lets kids design custom clothes that are produced and then shipped. The platform includes a virtual sketchbook and 5 million design combinations that allow young girls to create their own denim jackets, dresses, t-shirts, hoodies and more. Prices for clothes made on the site are similar to those at The Gap Kids, the company says. For example, a custom dress will cost around $40 on the site, and pants will cost around $15.

Since the site launched in November 2009, young fashion designers have created nearly 200,000 unique garments on the site. And earlier this summer, Sanrio, the company behind Hello Kitty, partnered with FashionPlaytes to launch a series of branded clothing design kiosks in its retail stores across the United States.

Founded by Sarah McIlroy, FashionPlaytes will use the funding for product development and customer acquisition. Mcllroy says the startup will focus on creating a bigger community for the site, allowing kids to interact and share their designs with each other.

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