Animax Entertainment has signed on to manage the online efforts of the Ty Girlz brand by Ty, Inc. The partnership launched today with a new “freemium” free-to-play model.

New virtual goods, online games and activities, support for micropayments, and a loyalty program has premiered in the tween-targeted virtual world.  Original entertainment, licensed merchandise, online media, and extensions to mobile devices and other social network platforms for both moms and kids will also be implemented.

Since its global launch in April 2007, the Ty Girlz line has expanded to three dozen dolls and ancillary product lines including clothing, accessories, and pets.