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:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.