Limited, Mattel Strike Apparel Deal

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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 and

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.


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