Tween Scene
El Segundo, Calif.– based Mattel Inc. and Ohio-based retailer Limited Too have struck a licensing deal to create a line of tween apparel and accessories based on Mattel’s My Scene line of dolls. The My Scene by Limited Too Back-to-School collection will feature corduroy and denim skirts and tops, embroidered tops, velour fabrics, paisley prints, and cargo pants with a feminine flair and will be aimed at 7- to 14-year-old girls. The line will be carried in Limited Too’s 520 stores nationwide beginning in July. A nine-week television ad campaign is planned, as is a sweepstakes promotion that will coincide with the release of the Reese Witherspoon film “Legally Blonde 2: Red, White & Blonde.”
