Following the announcement of its cross-licensing deal last week, Worlds and Paid announced that it will be extending its 'symbiotic' relationship to the development of DMC World, an upcoming virtual world created with hip hop pioneer Darryl "D.M.C." McDaniels of Run D.M.C. fame.

Paid will create virtual merchandise items, such as clothes and accessories, for Worlds' virtual communities, including DMC World. All of the content and features currently available on D.M.C.'s web site, Me-DMC.com, which is created and managed by paid, will link to DMC World.

The two companies recently announced a cross-licensing deal in which Worlds will integrate Paid's e-commerce technology into its own platform by the year's end, and, simultaneously, Paid will offer its celebrity clients a 3D web presence.

The agreement is expected to "increase web site traffic, enhance the experience of Worlds users and members of Paid-managed celebrity fan clubs, and grow the revenue and profits of both companies and their clients." The two companies also hope to further develop mobile promotions strategies and the creation and sale of new, Paid-inspired virtual merchandise.

Said Worlds CEO Thom Kidrin: "This relationship with Paid allows us to enhance our services for Worlds'com members with a broad range of available products inside and outside the virtual communities. We believe that Paid will be able to offer a broader range of innovative and creative products and efficiently manage fulfillment with their specialized inventory management and shipping infrastructure to enable all involved parties to increase revenues and the bottom line."

Kidrin continued: "We are opening the door to expand further into recording artists, sports figures and other well-known brands to reach greater traffic through our relationship with Paid. We are also attracted by the nature of Paid's relationship consulting services in the areas of sports and music industry marketing, and we see ourselves creating new revenue-generating strategies together as part of the natural progression of our business relationship."