Online game Habbo has inked an advertising deal with Paramount Pictures to sell movie-branded digital clothing.
Paramount Pictures Digital Entertainment will be advertising digital goods based on three movies in the teen-targeted virtual world Habbo. The first major deal between a movie studio and an interactive online world will open purchasable paraphernalia from Beowulf, Mean Girls and The Spiderwick Chronicles to Habbo's eight million worldwide visitors.
Alex Carloss, Executive Vice President and general manager of worldwide digital distribution for Paramount Pictures Digital Entertainment, commented, "We see this as the first phase in a growing relationship with Habbo, which is extremely well placed in the virtual world space."
Timo Soininen, Chief Executive Officer of Habbo's parent company, Sulake, added, "This is the first deal where we're taking existing entertainment properties and bringing them into this world and letting our users experience them and use them for their own activities. It's pretty exciting because I think it's going to open up other opportunities because among our users are fans of these properties, and they want to use them in their virtual space."