Yahoo Inc. plans to launch mini-sites for more than 100 popular brands in 2007 and calls the collection of social media sites its "brand universe," reports Variety.

The sites are seen as mini-brand sites within Yahoo and will serve as an online social destination for fans of games, movies and other products to congregate, share and connect with each other.

The company has already launched a brand universe for Nintendo's Wii gaming console that includes articles, photos and purchasing options through Yahoo shopping.

Yahoo hopes their brand universe will drive more traffic and advertising revenue to their sites.

"We're not replacing what others are doing and we're not looking for exclusive content, so we hope companies will want to work with us to make their brands part of Yahoo," Vince Broady, head of entertainment, games and youth properties told Variety.

AdWeek reports that Yahoo is targeting the 13 to 34 demographic audience.

Yahoo is looking to tap into the popular social networking phenomena. Earlier this month, Yahoo acquired social media site Bix.com, a site that allows advertisers and users to create and judge online contests.