Beyonce Goes Mobile

Starwave Mobile today announced it has obtained worldwide licensing rights from Beyonce Inc. and SONY BMG to develop and publish a mobile game themed around multi-Grammy award-winner, actress and fashion icon Beyonce. Expected to launch in 2007, Starwave Mobile will publish a mobile game incorporating Beyonce’s music and her recently launched fashion line, House of Dereon. The game will also incorporate the new juniors line, Dereon. Beyonce’s sister, Solange, is the face of the new juniors line. v “Beyonce, with her phenomenal success and immense global following, is at the forefront of pop culture. Her mass appeal transcends many different audiences and is a perfect fit for the mobile platform,” said Larry Shapiro, executive vice president and general manager, Starwave Mobile. “We are thrilled to be collaborating with her and SONY BMG to create a game which will offer both fans and fashion lovers alike an unforgettable mobile experience based on Beyonce’s signature style and persona.” “As a leader in the lifestyle and urban mobile arena, Starwave was a natural choice for Beyonce to connect with her fans in an entirely new way via the mobile platform,” said Matthew Knowles, Beyonce’s manager. “The content will reflect her clothing line’s hip and trendy feel, and Beyonce is looking forward to being part of the development process to help ensure that it truly captures the House of Dereon spirit. Our team is excited to offer fashionistas the opportunity to adorn their mobile phones with Beyonce’s unique style anytime, anywhere.” The announcement comes on the heels of Beyonce’s second solo album release, “B’Day,” which coincided with the R&B singers 25th birthday. Founded by Beyonce and her mother, Tina Knowles, The House of Dereon clothing line was inspired by the success of the fashions created by Tina, which were worn by R&B group Destiny’s Child.

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