Limited, Mattel Strike Apparel Deal
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.