The network also includes Paperdollheaven.com, a site targeting a younger, female demographic, launched in December. The three sites in the Stardoll Network target the so-called "tween" and teen age groups, aged between five and 20. The enlarged portal claims to reach 20 million users globally per month.
The formation of the in-house sales team will end Stardoll and Piczo's current sales partnerships with Unanimis and Microsoft Advertising respectively.
Stardoll Network's initial five-strong UK ad team will be led by Chris Seth, executive vice-president of international advertising and general manager of the combined UK operation. He will be supported by commercial directors Katie Bell and Stephen Molloy.
Seth said: "The new team will allow us to work in a more strategic way with brands and develop more integrated solutions that will increase revenue."