Sequoia Plays With StarDoll

Sequoia Capital Partners, which normally focuses on US-based start-ups is reported to have made an investment in Stardoll.com (formerly known as Paperdoll Heaven.) The total amount of funds invested in the company remain unknown, but highly reliable sources say that Sequoia Capital General Partner Mark Kvamme invested in the company.

Back in February 2006, Index Ventures and angel investors had invested about $4 million in the company, and Mattias Miksche, serial entrepreneur responsible for DVD rental site Boxman and E-TRADE Northern Europe taking over as the chief executive of the company. This is not the first company Sequoia and Index are co-investors. The two firms are also backers of FON Wireless.

The company was started by Scandinavian-born Liisa, a retired woman in her late 50s, who drew dolls and accompanying wardrobes and put them on the web. The site, since then has grown in popularity and gets more than a million visitors every week, most of them girls between ages 7 and 17. It now features paper dolls of famous people including actresses Lindsay Lohan and Bollywood temptress Ashwariya Rai.