Sugar Inc, the NBCU-backed blog network, is acquiring Starbrand Media, a company that creates shopping tie-ins with TV shows. So if you’re into Gossip Girl for example, Starbrand offers a way to purchase articles of clothing and accessories that might be found on the show. Network partners include CBS (NYSE: CBS), Warner Bros Television, and The CW. For Sugar, this expands the company’s e-commerce side, which it has developed via the acquisition of ShopStyle. Terms of the deal were undisclosed. As an example of how the company could use the new service, it says that its beauty blog BellaSugar could offer a guide to looking like a star on a TV show, with links to the requisite tie-in items. Deal terms were not disclosed.
Sugar, based in San Francisco, has been making small acquisitions over the last year or so. It is backed by NBC Universal’s (NYSE: GE) Peacock Equity Fund.