Document:

Media Placement Services Agreement

 EXHIBIT 10.2 
 Media Placement Services Agreement 
 This Media Placement Services Agreement (this
“Agreement”) is made as of the 29th day of September, 2008, by and between Alloy, Inc., a Delaware corporation (“Alloy”) and dELiA*s, Inc., a Delaware Corporation (“Buyer”). The “Effective
Date” of this Agreement shall be February 1, 2009; provided, however, that this Agreement shall not become effective unless the closing under the Intellectual Property Purchase Agreement, dated as of September 29, 2008, by and
among Alloy, Buyer and Skate Direct, LLC has occurred prior to the Effective Date. 
 Whereas, Buyer desires to purchase certain media from
Alloy and certain subsidiaries of Alloy and Alloy desires to sell such certain media to Buyer, all as more specifically set forth on the terms and conditions set forth herein. 
 Now therefore on the terms and conditions set forth herein and for good, valuable and other consideration, the parties intending to be legally bound
agree as follows: 
 1. Media Services. 
 (a) During the Term of this Agreement, Buyer agrees to purchase, and Alloy agrees on behalf of itself and its subsidiaries, to make available to Buyer, that certain remnant media set forth on Exhibit A attached hereto
for the purpose of advertising and promoting Buyer products and services (the “Media Services”). 
 (b) The Media Services
provided by Alloy shall be priced at a thirty percent (30%) discount to the rates for such Media Services as set forth on Exhibit A attached hereto, which shall be reviewed by Alloy and Buyer once per year during the Term; provided, however,
that the then prevailing rates for such Media Services, with the 30% discount applied thereto, shall be the basis for such review. Buyer agrees to purchase from Alloy no less than, and Alloy agrees to use commercially reasonable efforts to make
available to Buyer at least, but in all cases subject to availability: 
  

	 	(i)	one million two hundred thousand dollars ($1,200,000) of Media Services during the period commencing on the Effective Date and terminating on the first anniversary of the Effective
Date; 

  

	 	(ii)	one million one hundred thousand dollars ($1,100,000) of Media Services during the period commencing on the day after the first anniversary date of the Effective Date and
terminating on the second anniversary of the Effective Date; and 

  

	 	(iii)	one million dollars ($1,000,000) of Media Services during the period commencing on the day after the second anniversary date of the Effective Date and terminating on the third
anniversary of the Effective Date. 

 For purposes of this Agreement, the amounts referred to above shall be “Media Fees”. In
the event Alloy is unable to provide Media Services equal to the value of the Media Fees (taking into account the 30% discount) due to lack of availability, Buyer shall be entitled to carry over the unused portion of the Media Fees to the next
available period until fully utilized, with the understanding that any Media Services are subject to continuing availability. 
  

					
	 Alloy/AMP Standard Media Services Agreement
	  	Page 1 of 9	  	

 (c) Buyer and Alloy shall determine no less than once every three months the type of Media Services to be
provided during the following three months, with the understanding that (i) such program shall be documented in an insertion order, e-mail or other written communication with the general substance in the form attached hereto as Exhibit B to be
signed or otherwise acknowledged by the parties hereto and (ii) any and all such Media Services are subject to change based on availability and Alloy client demands. 
 (d) Buyer shall, in its sole discretion, subject to availability, have the option of applying the Media Fees to the purchase of non-remnant media, and Alloy shall provide to Buyer any such non-remnant media elected to
be purchased by Buyer, in which case such non-remnant media shall be billed at Alloy’s then rate card. 
 2. Term and
Termination. 
 (a) This Agreement shall commence on the Effective Date and terminate on the three year anniversary of the Effective Date
(the “Term”), unless insufficient remnant media was available during the Term in which case the Term shall be extended until all Media Fees have been depleted or unless terminated sooner in accordance with the terms and conditions set
forth hereunder. This Agreement is non-terminable except: 
  

	 	(i)	upon mutual agreement of the parties; or 

  

	 	(ii)	by one party, if the other party becomes insolvent, makes a general assignment for the benefit of creditors, files a voluntary petition in bankruptcy, suffers or permits the
appointment of a receiver for its business or assets, becomes subject as a bankrupt to any proceedings under any bankruptcy or insolvency law, whether domestic or foreign, or has wound up or liquidated its business voluntarily or otherwise.

 In the event of any early termination, Buyer shall be liable for promptly paying to Alloy that portion of the Media Fee in
connection with Media Services provided by Alloy through the termination date and all costs incurred by Alloy, to the extent not offset by Media Fees previously paid, through the termination date. 
 3. Payment of Fees. 
 (a) The Media
Fees shall be payable quarterly in advance as follows: 
  

				
	 Due Date:
	  	Amount
	 February 1, 2009:
	  	$	300,000
	 May 3, 2009:
	  	$	300,000
	 August 2, 2009:
	  	$	300,000
	 November 1, 2009:
	  	$	300,000
	 January 31, 2010:
	  	$	275,000
	 May 2, 2010:
	  	$	275,000
	 August 1, 2010:
	  	$	275,000
	 October 31, 2010:
	  	$	275,000
	 January 30, 2011:
	  	$	250,000
	 May 1, 2011:
	  	$	250,000
	 July 31, 2011:
	  	$	250,000
	 October 30, 2011
	  	$	250,000

  

					
	 Alloy/AMP Standard Media Services Agreement
	  	Page 2 of 9	  	

 (b) Alloy shall hold the Media Fees on Buyer’s account and shall offset the cost of the Media
Services provided by Alloy against such Media Fees until such Media Fees have been depleted. Alloy shall provide Buyer with a quarterly statement no later than 30 days after the end of each calendar quarter showing the amount of Media Fees received
against the amount of Media Services provided. 
 (c) To the extent reasonably requested by Buyer, Alloy may produce, create or otherwise
develop creative material to be used in connection with the Media Services and incur costs, in which case Buyer shall be responsible for any and all actual, reasonable costs incurred by Alloy in connection with such services. Alloy shall invoice
Buyer on a quarterly basis any and all such costs incurred pursuant to this Agreement, which invoices Buyer shall pay within thirty (30) days of receipt; provided, however, the parties understand and agree that creative costs incurred by Alloy
may not be offset against Media Fees. 
 (d) Any balances outstanding more than 30 days beyond the date due shall accrue interest at the rate
of one and one-half percent (1.50%) per month. 
 4. Relationship between the parties. Alloy is and shall be an independent
contractor, and neither party shall be deemed a joint venturer, partner, employee, associate, or agent with or of the other. Without limiting the generality of the foregoing, neither party shall have any right, power or authority to bind the other
or to assume, create, or incur any expenses, liability or obligation, express or implied, on behalf of the other. Each party shall be solely and exclusively responsible for any and all state and federal taxes, withholding, FICA, FUTA, or other tax
payments and other benefits payable on behalf of or related to the applicable party’s employees. Alloy may, at its sole cost and expense, employ such employees, agents and/or representatives and re-allocate any budget amounts as it, in its sole
discretion, deems necessary, appropriate or convenient in order to perform the services hereunder. 
 5. Buyer Materials and
Ownership. 
 (a) Buyer shall supply to Alloy any artwork, logos, images or other written, graphic or pictorial materials (the
“Buyer Materials”) which Alloy may reasonably require in connection with the performance of the Media Services, unless otherwise agreed to by the parties. Furthermore, Buyer hereby gives and grants to Alloy a limited non-exclusive
license and right to utilize, display, and reproduce any and all of the Buyer Materials solely in connection with the performance of services contemplated by this Agreement. Buyer covenants that the Buyer Materials supplied to and utilized by Alloy
will not infringe upon or violate any third party rights. 
  

					
	 Alloy/AMP Standard Media Services Agreement
	  	Page 3 of 9	  	

 (b) Unless otherwise agreed to by the parties in writing, all materials prepared by Alloy or any third
party at the request of Alloy exclusively for Buyer in connection with this Agreement, including, without limitation, domain names, URL’s, artwork, logos, photographs, sound recordings, graphics, video, text, underlying computer program
application, website application, data collection application, business technique and methodology shall be works for hire and the property of Buyer from inception. In the event any such item is ever deemed to not be a work for hire by any court or
other body of competent jurisdiction, Alloy hereby, and shall ensure that any third party which it engages hereunder also hereby, assigns all right, title and interest in and to such items to Buyer, and waives all moral rights. 
 6. Confidential Information. 
 (a)
During the Term of this Agreement, one party hereto (the “Disclosing Party”) may disclose to the other party (“Recipient”) confidential and proprietary information in connection with the performance of this
Agreement, and Recipient may otherwise discover information about the Disclosing Party in connection with this Agreement. All such information about the Disclosing Party and its affiliates and subsidiaries, including but not limited to technical and
business information relating to products, and marketing and future business plans, shall be deemed “Confidential Information.” All Confidential Information shall remain the sole property of Disclosing Party and Recipient shall have
no rights to or in the Confidential Information. Recipient shall hold the Confidential Information in strict confidence. Recipient shall not make any disclosure of the Confidential Information (including methods or concepts utilized in the
Confidential Information) to anyone without the express written consent of Disclosing Party, except to employees, consultants or agents to whom disclosure is necessary to the performance of the parties’ obligations under this Agreement and who
shall be bound by the terms hereof, to governmental agencies in connection with regulatory disclosures or to the extent it is required to disclose such information in the context of any administrative or judicial proceeding, provided that prior
written notice of such disclosure and an opportunity to oppose or limit disclosure is given to Disclosing Party. 
 (b) Notwithstanding the
foregoing, Recipient shall have no obligation under this Agreement with respect to any Confidential Information disclosed to it which (i) Recipient can demonstrate was already known to it at the time of its receipt hereunder; (ii) is or
becomes generally available to the public other than by means of Recipient’s breach of its obligations under this Agreement; (iii) is independently obtained from a third party whose disclosure violates no duty of confidentiality; or
(iv) is independently developed by or on behalf of Recipient without use of or reliance on any Confidential Information furnished to it under this Agreement. 
 (c) The Buyer recognizes that Alloy has developed and may develop certain unique and proprietary promotional ideas and programs and Alloy Applications (together “Alloy Programs”) which may be disclosed to
the Buyer or implemented by Alloy for the benefit of the Buyer during the course of this project and, accordingly, all such Alloy Programs shall be deemed Confidential Information. 
 (d) Each party acknowledges that its breach of this Section 6 will cause irreparable damage that cannot be calculated or that cannot be adequately
compensated for by money damages and, accordingly, the other party shall be entitled to seek injunctive relief under this Agreement, as well as such further relief as may be granted by a court of competent jurisdiction. 
  

					
	 Alloy/AMP Standard Media Services Agreement
	  	Page 4 of 9	  	

 (e) The foregoing restrictions shall continue to apply for a period of two (2) years after the
expiration or termination of this Agreement, other than with respect to Alloy Programs, which shall survive indefinitely. 
 7.
Representations and Warranties. 
 (a) Alloy represents and warrants that: 
 i) it has the full power and authority to enter into this Agreement and fully perform all of its obligations and grant all necessary rights hereunder
without violating the legal or equitable rights of any third party; 
 ii) other than with respect to any Buyer Materials provided to Alloy
by Buyer or any Buyer agent, for the purposes contemplated by this Agreement, none of the (A) Media Services, (B) non-remnant media covered by Section 1(d), or (C) material covered by Section 3(c) or Section 5(b) does
or will violate or infringe upon the rights of any third party, or contain any material that is obscene, defamatory, libelous, slanderous or injurious to the user; and 
 iii) the services provided by Alloy pursuant to this Agreement shall be in compliance with all applicable federal, state and local laws, rules and regulations. 
 b) Buyer represents and warrants that: 
 i)
it has the full power and authority to enter into this Agreement and fully perform all of its obligations and grant all necessary rights hereunder without violating the legal or equitable rights of any third party; 
 ii) none of the Buyer Material delivered by Buyer to Alloy pursuant to this Agreement during the Term, or any permitted use thereof by Alloy or its
grantees, licensees or assigns pursuant to this Agreement, will or does violate or infringe upon the rights of any third party, or contain any material that is obscene, defamatory, libelous, slanderous or injurious to the user. 
 iii) the services and products (if any) provided by Buyer pursuant to this Agreement, shall be in compliance with all applicable federal, state and local
laws, rules and regulations. 
 c) EXCEPT AS EXPRESSLY SET FORTH IN THIS AGREEMENT, THE PARTIES MAKE NO OTHER WARRANTIES HEREUNDER AND
EXPRESSLY DISCLAIM ALL OTHER WARRANTIES, EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. 
 8. Indemnity. 
 (a) Each party agrees to indemnify, defend, protect, and hold harmless the other party and its parent,
subsidiaries and affiliates and its and their respective directors, officers, employees, agents, subcontractors, and representatives of each of the foregoing (collectively, the “Representatives”) from and against any and all claims,
actions, causes of action, damages, losses, charges, costs, 

  

					
	 Alloy/AMP Standard Media Services Agreement
	  	Page 5 of 9	  	

 
liabilities (including, but not limited to, reasonable attorney’s fees), and expenses including judgments, fines, penalties, amounts paid in settlement
(collectively “Damages”) which may be made or brought against the other party or its Representatives or which the other party or its Representatives may suffer or incur directly or indirectly as a result of, in respect of, in
connection with, arising out of or in any way related to any non-fulfillment of any term, covenant, agreement or breach of any representation, warranty or covenant of the indemnifying party under this Agreement. The parties’ indemnification
obligations shall survive termination or expiration of this Agreement. 
 (b) Each party’s rights as the indemnified party
(“Indemnitee”) require that (i) the indemnifying party (the “Indemnitor”) be promptly notified in writing of any relevant claim or suit, (ii) the Indemnitor have the sole
control of the defense and/or settlement thereof provided it selects counsel reasonably acceptable to Indemnitee, (iii) the Indemnitee furnishes to the Indemnitor, on request, information available to the Indemnitee for such defense, and
(iv) the Indemnitee cooperates in any defense and/or settlement thereof as long as the Indemnitor pays all of the Indemnitee’s reasonable out of pocket expenses and attorneys’ fees. The Indemnitee shall not admit or settle any such
claim without prior consent of the Indemnitor. The Indemnitee shall have the right to participate in the defense of any proceeding with counsel of its own choice at its own expense. 
 9. Limitation of Liability. Neither party shall be liable to the other for any incidental, consequential, special, or punitive damages or lost or
imputed profits or royalties arising out of this Agreement or its termination, whether for breach of warranty or any obligation arising therefrom or otherwise, whether liability is asserted in contract or tort (including negligence and strict
product liability) and irrespective of whether a party has advised or has been advised of the possibility of any such loss or damage, except with respect to claims for which indemnification is sought. Each party hereby waives any claims that these
exclusions deprive it of an adequate remedy. 
 10. Dispute Resolution. In connection with any dispute arising under this Agreement,
the parties agree to first attempt to settle such dispute through good-faith negotiation prior to initiating litigation. 
 11.
Notices. Any notice required or permitted hereunder shall be in writing and shall be delivered personally, sent by certified or registered mail or through overnight courier. Any such notice shall be deemed given when so delivered personally,
or, if mailed by certified or registered mail, three (3) days after the date of deposit in the United States mail, or, if deliverable by overnight courier, one (1) day after the date of deposit with a reputable overnight mail service. Each
such notice shall be sent to the address of the party set forth below (or such other address as shall have been specified by notice hereunder): 
 (a) if to Buyer: 
 dELiA*s, Inc. 
 50 West 23rd Street 
 New York, New York 10010 
 Attention: General Counsel 
  

					
	 Alloy/AMP Standard Media Services Agreement
	  	Page 6 of 9	  	

 with a copy to: 
 Olshan Grundman Frome Rosenzweig & Wolosky LLP 
 Park Avenue Tower 
 65 East 55th Street 
 New York, New York 10022 
 Attention: Steven Wolosky, Esq. 
 (b) if to Alloy: 
 Alloy, Inc. 
 151 West 26th Street, 11th Floor 
 New York, New York 10001 
 Attention: CEO 
 with a copy to: 
 Alloy,
Inc. 
 151 West 26th Street, 11th Floor 
 New York, New York 10001 
 Attention: General Counsel 
 Notwithstanding the foregoing, routine requests for approvals and replies, and other routine
communications between the parties in connection with this Agreement may be made by electronic mail. 
 12. Entire Agreement; Amendment;
Counterpart; Waiver; Severability; Survival. This Agreement (a) constitutes the entire agreement between the parties with respect to its subject matter and supercedes all prior written or oral understandings with respect thereto;
(b) may not be amended or modified in any respect except in writing by both parties; and (c) may be executed in counterparts and/or with facsimile signatures and transmitted in digital form (e.g. .pdf), each of which shall be deemed to be
an original and all of which together shall be deemed to one and the same instrument. A waiver of performance or breach of any provision of this Agreement must be in writing and shall not constitute a waiver of any subsequent performance or breach
of the same or any other provision. If any provision of the Agreement shall be declared void, illegal or unenforceable, the remainder of this Agreement shall be valid and enforceable to the extent permitted by law. The provisions of sections 2,
5(b), 6, 8, 9, 11, 12, 13, 14 and 17 as well as any provisions of the Agreement or its attached schedules and exhibits (if any) reasonably intended to survive such termination or expiration, shall survive the termination or expiration of this
Agreement. 
 13. Governing Law and Jurisdiction. This Agreement shall be governed and interpreted in accordance with the laws of the
State of New York, without regard to the conflict-of-law rules thereof. The parties hereby consent to the exclusive jurisdiction of the courts of the State of New York for resolutions of all claims, difference and disputes which the parties may have
regarding this Agreement. In the event of a dispute between the parties not otherwise resolved by good-faith negotiations, the prevailing party in such a dispute shall be entitled to attorneys’ fees and reimbursement for expenses incurred in
connection therewith. 
  

					
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 14. Assignment. Neither party may assign this Agreement, and its rights, licenses and obligations
hereunder without the prior written approval of the other, which approval shall not be unreasonably withheld or delayed, except that (i) a party may assign this Agreement without consent of the other to any affiliate or acquirer of all or of
substantially all of its equity securities, assets or business relating to the subject matter of this Agreement and (ii) Alloy may delegate its obligations under this Agreement to one or more affiliates or third parties, subject to the prior
approval of Buyer, not to be unreasonably withheld or delayed; provided that no such delegation shall relieve Alloy of any of its obligations or liabilities hereunder. 
 15. Force Majeure. No delay or failure by the parties hereto in the performance of any obligation of this Agreement shall be deemed a breach of this Agreement nor shall it create a liability, if the same shall
arise by reason of any cause beyond the reasonable control of the affected party, including, but not limited to, labor disputes, strikes, wars, riots, terrorism, insurrection, accident, utility failures, government regulations, fire, flood, storm,
or any other acts of God, provided that the party so affected shall use its best efforts to avoid or remove such cause of nonperformance and shall continue performance hereunder as soon as practicable. In the event such cause occurs and exceeds
thirty (30) calendar days, the party so affected may cancel this Agreement upon written notice and without further liability, with the exception that the Buyer shall pay to Alloy all amounts due up and through the date of cancellation pursuant
to the terms and conditions of this Agreement. 
 16. Conflict of Forms. In the event the terms and conditions of the Agreement
(including Schedules/Exhibits) are inconsistent with the terms of an insertion order, then the terms of the Agreement shall prevail. 
  

					
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 17. Publicity. No public statements concerning the terms of this Agreement shall be made or
released to any medium except with the prior approval of each party, which shall not be unreasonably withheld, or except as such disclosure is required by law. Notwithstanding anything to the contrary herein, Buyer agrees that Alloy may identify
Buyer as a client and describe the Media Services and the related promotion programs in any marketing materials and presentations prepared by Alloy. 
  

			
	 Alloy, Inc.

	
	 /s/ Gina DiGioia

	 By:
	 	Gina DiGioia
		
	 Its:
	 	 General Counsel

	
	 dELiA*s, Inc.

	
	 /s/ Robert E. Bernard

	 By:
	 	Robert E. Bernard
		
	 Its:
	 	Chief Executive Officer

  

					
	 Alloy/AMP Standard Media Services Agreement
	  	Page 9 of 9Amendment, dated as of September 29, 2008, to the Media Services Agreement

 EXHIBIT 10.3 
 AMENDMENT TO MEDIA SERVICES AGREEMENT 
 Amendment, dated as of September 29, 2008 (this
“Amendment”), to the Media Services Agreement, dated as of February 15, 2006 (as amended from time to time, the “Agreement”), by and between Alloy, Inc., a Delaware corporation (“Alloy” or
“Agent”), and dELiA*s, Inc., a Delaware corporation (“dELiA*s”). Capitalized terms used herein which are not otherwise defined herein shall have the respective meanings ascribed thereto in the Agreement. 

RECITALS 
 WHEREAS, Alloy and
dELiA*s entered into the Agreement as of February 15, 2006, as amended from time to time; 
 WHEREAS, Alloy and dELiA*s wish to amend
the Agreement to exclude from its coverage, on and after the date hereof, the CCS Business, including, without limitation, all CCS Intellectual Property, CCS Media Assets and CCS Websites (as such terms are defined below). 
 NOW THEREFORE, in consideration of the mutual covenants and agreements set forth herein, and for other good and valuable consideration, the receipt and
sufficiency of which are hereby acknowledged, Agent and dELiA*s (each, a “Party” and collectively, the “Parties”), on behalf of themselves and their Affiliates hereby agree as follows: 
 1. Definitions. 
 (a) Amendments to
Definitions. 
 (i) The definitions of the following terms are hereby amended by deleting such definitions in their entirety and
replacing them with the following definitions: 
 “Alloy Business” means any business operated by Alloy and
its Affiliates as of and subsequent to the Effective Date. 
 “Alloy Media Assets” means any and all assets
currently or hereinafter acquired or operated by Alloy or any of its Affiliates enabling Persons to reach third parties to promote, market or advertise goods or services, including without limitation, the Alloy Websites and any branding, buttons,
banners, navigation bars, and other placements and promotions or similar services and rights executed on, displayed on or using information derived or obtained from any Alloy Website; media boards; newspaper placement services; email, direct and
database marketing; content licensing; 

 
database and list rental and licensing; sampling programs; research; and promotional, sampling and sponsorship programs; provided, however, that “Alloy
Media Assets” shall not include the CCS Media Assets on and after the Amendment Effective Time. 
 “Alloy
Websites” means any and all public-facing websites currently or hereinafter owned or operated by Alloy or any of its Affiliates, including the Alloy Flagship Websites and the Licensed URLs contained therein; provided, however, that
“Alloy Websites” shall not include the CCS Websites on and after the Amendment Effective Time. 
 “Company” means, collectively, dELiA*s and any Affiliate of dELiA*s after giving effect to the Spinoff; provided, however, that “Company” shall not include Skate Direct, LLC on and after the Amendment Effective
Time. 
 “Company Brands” means the Company Flagship Brands and any other brand acquired, launched or
operated by Company subsequent to the Effective Date; provided, however, that “Company Brands” shall not include the CCS merchandise brand on and after the Amendment Effective Time. 
 “Company Business” means the merchandising and retail businesses operated by the Company as of and subsequent to the
Effective Date, including, without limitation, the operation of the Company Websites and the Company Media Assets; provided, however, that “Company Business” shall not include the CCS Business on and after the Amendment Effective Time.

 “Company Catalogs” means the Company Flagship Catalogs and any catalog or publication acquired, launched
or operated by the Company subsequent to the Effective Date; provided, however, that “Company Catalogs” shall not include any catalog related to the CCS Business on and after the Amendment Effective Time. 
 “Company Flagship Brands” means the Alloy and dELiA*s merchandise brands. 
 “Company Flagship Websites” means those websites or webpages supporting the Company Brands except for the Alloy Flagship
Websites; provided, however, that “Company Flagship Websites” shall not include the CCS Websites on and after the Amendment Effective Time. 
  

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 “Company Media Assets” means any and all assets of the Company currently
held or hereinafter acquired through which Persons connect with or otherwise reach third parties for the purpose of advertising, marketing or promoting products or services, including, without limitation, the Company Websites and any branding,
buttons, banners, navigation bars, and other placements and promotions or similar services and rights executed on, displayed on or using information derived or obtained from any Company Website; catalog print advertisements; catalog insertions;
online upsell arrangements; in store retail promotions; and sample distribution, but excluding offline upsell arrangements; provided, however, that “Company Media Assets” shall not include the CCS Media Assets on and after the Amendment
Effective Time. 
 “Company Websites” means the Company Flagship Websites and any website acquired, operated
or maintained subsequent to the Effective Date by dELiA*s or any Affiliate of dELiA*s; provided, however, that “Company Websites” shall not include the CCS Websites on and after the Amendment Effective Time. 
 “Data” means information that identifies or describes an individual or an individual’s record of behavior or action,
including without limitation, name, telephone, postal address, phone number, email, date of birth, gender, and any information listed on the Field Schedule (as hereinafter defined), but specifically excludes (i) credit card data, (ii) any
of the foregoing information acquired by a Party in connection with an acquisition of a company or business division and (iii) any of the foregoing information gathered in the conduct of the CCS Business 
 (b) Additional Definitions. As used herein, the following terms shall have the following meanings given to them below, and the Agreement is hereby
amended to include the following additional definitions: 
 (i) “Amendment Effective Time” means the closing under the
Intellectual Property Purchase Agreement, dated as of September 29, 2008, by and among Alloy, dELiA*s and Skate Direct, LLC (the “IP Agreement”). 
 (ii) “CCS Business” means the business of marketing and selling apparel, footwear, skateboard and snowboard products and related accessories via catalogs and the Internet under the trade name
“CCS”. 
 (iii) “CCS Intellectual Property” means all Intellectual Property, including, without limitation, the
www.ccs.com domain name, including the universal resource locator shop.ccs.com, the CCS trademark and other intellectual property, used in, held for use in or related to the CCS Business, but excluding any Intellectual Property owned by Alloy and
not transferred to Skate Direct, LLC pursuant to the IP Agreement. 
  

 3 

 (iv) “CCS Media Assets” means any and all assets, whether now owned or operated or
hereafter acquired or operated, through which Persons connect with or otherwise reach third parties for the purpose of advertising, marketing or promoting products or services exclusively related to the CCS Business, including without limitation,
the CCS Websites and any branding, buttons, banners, navigation bars, and other placements and promotions or similar services and rights executed on, displayed on or using information derived or obtained from any CCS Website; media boards, newspaper
placement services, email, direct and database marketing, content licensing; database and list rental and licensing; research; promotional, sampling and sponsorship programs; catalog print advertisements; catalog insertions; and online and offline
upsell arrangements. 
 (v) “CCS Websites” means the website www.ccs.com, including the universal resource locator
shop.ccs.com. 
 2. Amendments to Section 3. 
 (a) Section 3.1(a) of the Agreement is hereby amended by deleting such Section in its entirety and replacing it with the following: 
 3.1. (a) License by Alloy of Sub-Universal Resource Locators. Alloy shall maintain the domain names www.alloy.com and www.delias.com (collectively, the “Alloy Flagship Websites”) as public
facing websites. Alloy hereby licenses to the Company the right to use on a non-exclusive, non-transferable, royalty-free basis (i) the universal resource locator store.alloy.com within the www.alloy.com domain name for the purpose of
displaying Alloy merchandise brand products (the “Alloy Licensed URL”); and (ii) the universal resource locator store.delias.com contained within the www.delias.com domain name for the purpose of displaying the dELiA*s
merchandise brand products (the “dELiA*s Licensed URL,” and together with the Alloy Licensed URL, the “Licensed URLs”), all on the terms and conditions herein set forth. The Company may, in its sole discretion,
transition from any or all of the Licensed URLs to another domain name of its choice (each a “Replacement URL”), provided and on the condition that such transition in no way affects or relieves the Company of any of its obligations
set forth in this Agreement. Any Replacement URL and the Licensed URLs shall be referred to in this Agreement collectively as the “Company Flagship Websites”. Alloy will not license any Alloy Licensed URL to a third party during the
Term of this Agreement. 
 (b) The second sentence of Section 3.1(b) of the Agreement is hereby amended by deleting such sentence in its
entirety and replacing it with the following sentence: 
 Company agrees to indemnify and hold harmless Alloy and its
Affiliates from any Claims (i) arising from Company’s use of the Licensed URLs (including Company’s use, only prior to the Amendment Effective Time, of the universal resource locator shop.ccs.com contained within the www.ccs.com
domain name (the “CCS Licensed URL”)), including any information posted thereon (in the case of the CCS Licensed URL, only prior to the Amendment Effective Time); or (ii) in connection with or related 

  

 4 

 
to any Company Flagship Website (including Claims, the basis for which arose prior to the Amendment Effective Time, in connection with or related to the CCS
Licensed URL); provided, however, Company shall not be obligated to indemnify Alloy for any Claim directly attributable to Alloy’s action or inaction. 
 (c) The second sentence of Section 3.1(c) of the Agreement is hereby amended by deleting such sentence in its entirety and replacing it with the following sentence: 
 Alloy agrees to indemnify and hold harmless Company and its Affiliates from any Claims (i) arising from the Alloy Flagship Websites
(including Claims related to (A) www.ccs.com but only to the extent the basis for such Claims arose prior to the Amendment Effective Time, and (B) Alloy’s provision of content and/or links on the CCS Licensed URL but only to the
extent the basis for such Claims arose prior to the Amendment Effective Time), including any information posted thereon (in the case of the www.ccs.com website, only prior to the Amendment Effective Time); or (ii) in connection with or related
to any Alloy Flagship Website (including Claims related to (A) www.ccs.com but only to the extent the basis for such Claims arose prior to the Amendment Effective Time, and (B) Alloy’s provision of content and/or links on the CCS
Licensed URL but only to the extent the basis for such Claims arose prior to the Amendment Effective Time); provided, however, Alloy shall not be obligated to indemnify Company for any Claim directly attributable to Company’s action or
inaction. 
 (d) Section 3.2.1(b) of the Agreement is hereby amended by deleting such Section in its entirety and replacing it with the
following: 
 (b) Intentionally Omitted. 
 (e) Section 3.2.2(b) of the Agreement is hereby amended by deleting such Section in its entirety and replacing it with the following: 
 (b) Intentionally Omitted. 
 (f) Section 3.2.2(h) of the Agreement is hereby amended by deleting such Section in its entirety and replacing it with the following: 
 (h) Intentionally Omitted. 
 (g) Section 3.3.4(ii) of the Agreement is hereby amended by deleting such
Section in its entirety and replacing it with the following: 
 (ii) Five Thousand Dollars ($5,000) for Website Advertisements
on the CCS Licensed URL prior to the Amendment Effective Time; and 
  

 5 

 3. Amendments to Section 4. 
 (a) Section 4.1.1 of the Agreement is hereby amended by deleting such Section in its entirety and replacing it with the following: 
 4.1 Print Media Services. 
 4.1.1 The
Company shall make available in each Alloy catalog and dELiA*s catalog (collectively, the “Company Flagship Catalogs”) those number of pages at the identified page location set forth on Schedule 16 (“Print
Schedule”) and Alloy shall have the right to purchase such pages at such locations for the purpose of advertising third party products or services or any Alloy Media Asset (“Print Advertisements”). 
 (b) Section 4.1.4 of the Agreement is hereby amended by deleting the references in such Section to “Print Advertising” and replacing such
references with “Print Advertisements”. 
 4. Amendments to Section 6. 
 (a) Section 6.5.1(b)(iii) of the Agreement is hereby amended by deleting the reference in such Section to “Merchandising Business” and
replacing such reference with “Company Business”. 
 (b) Section 6.5.3 of the Agreement is hereby amended by deleting such
Section in its entirety and replacing it with the following: 
 6.5.3 The terms and provisions of this section 6.5 shall survive for a period
of eighteen months subsequent to termination. 
 5. Amendment to Section 9. Section 9.1.5 of the Agreement is hereby amended
by deleting the last sentence of such Section in its entirety. 
 6. Amendment to Section 12. Section 12.1.1(a) and
(b) of the Agreement is hereby amended by deleting such Section in its entirety and replacing it with the following: 
 (a) with respect to Agent (an “Agent Event of Indemnification”), (i) the breach of any representation, warranty or covenant contained in this Agreement by dELiA*s; (ii) except as otherwise provided in
Section 3.1(c) of the Agreement, the use by Company of the Licensed URL (including the use by Company of the CCS Licensed URL prior to the Amendment Effective Time); or (iii) the Company’s gross negligence or willful misconduct in
connection with its obligations set forth hereunder; 
 (b) with respect to Company (a “Company Event of
Indemnification”), (i) the breach of any representation, warranty or covenant contained in this Agreement by Alloy or any Affiliate; or (ii) any Claim resulting from Alloy’s gross negligence or willful misconduct in
connection with Alloy’s obligations set forth hereunder 
  

 6 

 7. Amendment to Section 14. Section 14.5 of the Agreement is hereby amended by deleting
the notice address for the Company and replacing it with the following: 
 if to Company, to: 
 dELiA*s, Inc. 
 50 West 23rd Street 
 New York, NY 10010 
 Attention: CEO 
 Telecopier: (212) 590-6580 
 With a copy
to: 
 dELiA*s, Inc. 
 50 West 23rd Street 
 New York, NY 10010 
 Attention: General Counsel 
 Telecopier: (212) 590-6310 
 8. Amendments to Schedules and Exhibits. The Schedules and Exhibits to the Agreement are hereby amended by deleting therefrom all references, and
all terms and provisions relating, to CCS, the CCS Business, the CCS Intellectual Property, the CCS Media Assets and the CCS Websites. 
 9.
Effect of this Amendment. This Amendment shall be for all purposes an amendment to the Agreement in accordance with Section 14.11 of the Agreement. The Parties agree that all of the terms and conditions set forth in the Agreement shall
remain in full force and effect, except to the extent provided in this Amendment. To the extent that any provision of the Agreement is inconsistent with the provisions of this Amendment, the provisions of this Amendment shall control. This Amendment
shall be effective only upon the Amendment Effective Time. 
 10. Governing Law. This Amendment shall be governed by and construed in
accordance with the laws of the State of New York without reference to its conflicts of laws provisions. 
 11. Binding Effect. This
Amendment shall be binding upon and inure to the benefit of each of the Parties hereto and their respective successors and permitted assigns. 
 12. Headings. The headings listed herein are for convenience only and do not constitute matters to be construed in interpreting this Amendment. 
 13. Counterparts. This Amendment may be executed in any number of counterparts by original, facsimile or .pdf signature, each such counterpart shall be an original instrument, and all such counterparts together
shall constitute one and the same agreement. 
 [REMAINDER OF PAGE INTENTIONALLY LEFT BLANK] 
  

 7 

 IN WITNESS WHEREOF, the parties hereto have caused this Amendment to be executed on the day and year
first above written. 
  

			
	AGENT:
	
	 ALLOY, INC.

		
	 By:
	 	 /s/ Gina DiGioia

	 Title:
	 	 General Counsel

	
	COMPANY:
	
	 dELiA*s, INC.

		
	 By:
	 	 /s/ Robert E. Bernard

	 Title:
	 	Chief Executive Officer

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