October 17, 2011, London, U.K., – Beanstalk, one of the world’s leading brand licensing agencies, today announced that it has been selected by MovieStarPlanet, the phenomenally successful digital tween property and one of the fastest growing online social platforms, to develop the property into a leading digital entertainment franchise. Since its launch in Denmark in 2009, MovieStarPlanet has undergone rapid expansion, with exceptional levels of market penetration across Europe including the United Kingdom, Sweden, Poland, Germany, France, Norway, The Netherlands and Finland. In August 2011, MovieStarPlanet launched in the U.S. and significantly beat forecasts in terms of site visits and user profile creation in its first month alone. MovieStarPlanet allows tweens to interact with their peers in a safe and creative environment, with over 18 million profiles created to date. In August alone, the site acquired over 4,000 users per hour, rating it higher in terms of take-up than other leading properties in the digital space.

The property plans to extend to additional territories and anticipates 80 million users by the end of 2012, having experienced a ten-fold growth rate in 2011 alone.

Ciarán Coyle, Beanstalk’s Managing Director, International said, ‘We are thrilled to be working with MovieStarPlanet on this important new stage in the development of the brand. MovieStarPlanet provides an exciting and secure environment where tweens can not only interact with each other through chat and games, but integrate creativity into their online experience, developing their own customised avatars, movies, styles, artbooks and living environment. We firmly believe that there are enormous opportunities in the elaborate and engaging online environment and the potential for translation into licensed product with MovieStarPlanet is immense.’

Mikkel Vejlgaard, Chief Marketing Officer of MovieStarPlanet, comments, ‘Our partnership with Beanstalk reinforces our long-term ambitions to develop MovieStarPlanet from a thriving online social platform for tweens, into a global entertainment franchise built on the brand’s attributes of social interaction and creativity in an environment of stardom and fame. We are looking forward to developing innovative and engaging products and services that further cement the MovieStarPlanet brand in the lives of our tween consumers.’

Beanstalk will be exhibiting at the Brand Licensing Europe trade show at London Olympia 18th – 20th October, stand no. D055.

About MovieStarPlanet MovieStarPlanet is one of the world’s leading and fastest growing online games and communities for tweens. The children participate in a virtual world with their own personalised avatar and work together with their friends to create small animated cartoons while also “living” their lives on the Moviestar Planet where they can shop, adopt pets, play games and do lots of other fun stuff and not least hang out with their friends.

Headquartered in Denmark and privately owned, MovieStarPlanet was launched in 2009 and is now marketed in nine European countries as well as the United States, where it was launched in August 2011. It has over 30 million monthly website visits and over 18 million profiles have been created to date.

About Beanstalk Beanstalk, a global brand licensing agency and consultancy, extends brands through the strategic and creative development of licensed products. The company works with blue-chip brands and other high-profile clients to leverage licensing as a strategic tool to enhance brand awareness, increase consumer touch-points, and generate revenue. Beanstalk also works with manufacturers to help identify and acquire compelling brands and properties to help them gain competitive advantage in the marketplace.

Beanstalk is the licensing agency of record for over 50 world-class brands. The agency has developed thousands of brand extensions in every major product category, resulting in nearly $2.3 billion in retail sales in 2010 alone.  Headquartered in New York, Beanstalk’s global reach includes offices in London, Los Angeles, Atlanta, Miami, and Hong Kong, and affiliates throughout the world.  For more information, please visit www.beanstalk.com.

Beanstalk is a part of Omnicom Group Inc. Diversified Agency Services (NYSE: OMC). Omnicom (www.omnicomgroup.com) is a leading global marketing and corporate communications company.