Beyoncé Fashion Diva Hits the Runway as the Most Stylish Game for Phones

Mobile Game Linked to Online Community for Socially Connected Couture Experience

NORTH HOLLYWOOD, Calif.--(BUSINESS WIRE)--Starwave Mobile today announced the launch of Beyoncé Fashion Diva, a high-style mobile phone experience that represents the first venture of its type for the solo superstar singer. Beyoncé Fashion Diva is a mobile game with an online social networking component which immerses players in a world of self-expression, confidence and style and features the Deréon clothing line, the fashion collection created by Beyoncé and her mother, designer, Tina Knowles.

“Beyoncé Fashion Diva is a stylish game for mobile phones that allows fans to experience not only the clothing line; but to connect with other fans online and find inspiration among a community of friends who share similar interests and fashion sense.”

Beyoncé said, “I love fashion and used to spend hours playing “dress up” when I was a young girl. As an adult, I still enjoy getting dressed up for my appearances. I believe our customers truly enjoy fashion as well and this mobile game is so much fun to play; it allows everyone to be a Fashion Diva.”

Beyoncé has universal appeal and the mobile game, with its online community, gives her fans a fun and fashionable way to showcase their own style through the Deréon clothing line,” said Larry Shapiro, executive vice president and managing director, Starwave Mobile. “Beyoncé Fashion Diva is a trendsetter for how mobile games can connect with fans through a multiplatform approach.”

“The label is about hip, hot fashion, and Starwave Mobile has published a game that shows the essence of Beyoncé’s personal style in a fun and appealing way,” said Mathew Knowles, Beyoncé’s manager. “Beyoncé Fashion Diva is a stylish game for mobile phones that allows fans to experience not only the clothing line; but to connect with other fans online and find inspiration among a community of friends who share similar interests and fashion sense.”

Beyoncé Fashion Diva allows players to:

• Create and style a personal Diva through many different clothes, shoes, accessories, hairstyles and facial features.
• Enter photo shoots and engage in other community activities to compete against online players and earn virtual currency.
• Make friends worldwide to increase their Diva’s popularity and strut on the Kitty KatWalk.
• Earn a chance to be featured in the game’s Déjà Vu magazine.
• Spend virtual currency to purchase new virtual clothes from the Deréon line and increase their Diva’s style factor.
• Enjoy clips of popular Beyoncé songs from her hit album ‘B’Day’; including “Beautiful Liar” and “Green Light.”

Beyoncé Fashion Diva is now available through major U.S. carriers. The mobile game is also available on Beyoncé’s new 'B' phone by Samsung.

For more information, fans can visit www.beyoncefashiondiva.com or text BDIVA to 55655 (standard messaging and airtime rates apply).

About Deréon and Beyond Productions, LLC

Beyond Productions LLC was founded in May 2004 by Tina and Beyoncé Knowles, and Jason and Arthur Rabin of Wear Me Apparel / Kids Headquarters. This partnership provides the infrastructure for licensing and brand management for Deréon, the junior lifestyle collection that debuted at retail for the Holiday 2006 season and House of Deréon, a contemporary women’s line that was introduced in Holiday 2005. Inspired by three generations of women united in a labor of love, House of Deréon and Deréon are named in honor of Tina Knowles’ mother and Beyoncé’s grandmother, Agnéz Deréon, who was a talented seamstress and influenced Tina’s love of fashion and style. The Deréon line, which is available at department and specialty stores across the US and Canada, features sportswear, and denim offerings along with fur, outerwear and accessories that include handbags and footwear.

About Sony BMG

SONY BMG MUSIC ENTERTAINMENT is a global recorded music joint venture with a roster of current artists that includes a broad array of both local artists and international superstars, as well as a vast catalog that comprises some of the most important recordings in history. SONY BMG MUSIC ENTERTAINMENT is 50% owned by Bertelsmann A.G. and 50% owned by Sony Corporation of America.

About Starwave Mobile

Starwave Mobile is the unit of the Walt Disney Internet Group that licenses and publishes content from third-party companies. Starwave Mobile maintains key relationships with all of the major North American carriers and major content aggregators.