Sugar Inc. announced today that it has entered into an agreement to acquire StarBrand Media Inc., the entertainment marketplace that connects viewers to wardrobe, set-decorations, props and products featured in motion pictures, television shows, and music videos. StarBrand Media will become a wholly owned subsidiary of Sugar Inc. and will launch a new destination site incorporating the editorial, commerce, and community strengths of Sugar and ShopStyle. StarBrand Media works with TV shows and movies to allow viewers to shop the wardrobe, set-décor, props and products seen on the screen. Working directly with the major entertainment companies, StarBrand powers a section of their websites so consumers can “shop the show.” Working with CBS, Warner Bros Television, The CW, Telepictures, Showtime Networks, Alcon Entertainment and Lionsgate, StarBrand powers the shopping sections of the websites for the following productions: Gossip Girl, America’s Next Top Model, Weeds, One Tree Hill, The L Word, Smallville, The Tyra Banks Show, and others. The addition of StarBrand to Sugar Inc.’s portfolio will enhance the company’s editorial, commerce and community assets. Through the Sugar Network, the company’s 17 lifestyle and entertainment blogs for women, StarBrand will provide editors with direct access to the people behind the scenes at some of television’s most popular shows, and allow for more detail in some of the blog network’s most popular features, including:
- FabSugar’s “I Want This Wardrobe”: A breakdown of the outfits worn by characters on the season’s hottest shows.
- BellaSugar’s “How To”: A step-by-step guide to achieving the look of readers’ favorite TV show characters.
- CasaSugar’s “Get the Look”: A look at the furniture and décor featured on the sets of our favorite TV shows.