Sweety High Launches Site for Tween Girls

Sweety High, a new startup based in Manhattan Beach, is hoping to reach tween girls with its new social gaming and entertainment site, saying this week that it has launched out of private beta. The site says it is hoping to create a social game platform to allow girls between 8 and 16 to "express themselves fearlessly". The new startup's founders are Frank Simonetti and Veronica Zelle. Simonetti is a writer and producer, and Zelle a pop music video producer for Madonna, Britney Spears and Justin Timberlake. The firm's execs include Matt Palmer, formerly of Stardoll and Disney Channel; Lucas Bean, formerly at Atari, Sony PIctures/; and Rick Hou, who has developed web apps and games for ESPN, Disney, and Shazam. Sweety High's service revolves around a combination of social games and original content.