Limited, Mattel Strike Apparel Deal

Share this article:
Limited Too and Mattel are teaming in an exclusive apparel licensing deal to create a collection of fall fashions and accessories for "tweens" and teens.


The "My Scene by Limited Too" collection combines Limited Too's fashion expertise with My Scene, Mattel's new lifestyle brand created for tween girls, ages 7-14. To drive store traffic, monthly ads and apparel spreads will appear in Limited Too "catazines" that will be sent to 10 million girls during the back-to-school shopping season. Interactive ads will appear on www.myscene.com and www.limitedtoo.com.


The collection will include T-shirts and coordinates including corduroy and denim skirts and tops, embroidered tops, velour fabrics, paisley prints and cargo pants. The partners will launch a nine-week TV ad campaign highlighting two entertainment-themed sweepstakes. They will co-host the sweepstakes during the summer and fall, leveraging movie and music properties appealing to tween girls.


Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Nielsen Allies With Pointlogic on Cross-Channel Planning

Nielsen Allies With Pointlogic on Cross-Channel Planning

Aim is to develop a "next generation" media planning tool.

If Only Engendering Loyalty Was as Easy as Clicking Your Heels

If Only Engendering Loyalty Was as Easy as ...

Rack Room Shoes combines data, research, and mobile email to deliver a high-heeled digital loyalty program.

Zeta Introduces 'Cross-Lifecycle' Platform

Zeta Introduces 'Cross-Lifecycle' Platform

Zeta Hub aims to help CMOs deliver on ROI goals by extending customer lifecycles.