Too Inc. (Columbus, Ohio) has been granted a license by Mattel Inc. (El Segundo, Calif.) to create a fall fashion collection based on the My Scene apparel Mattel Girls Brands has designed for its Barbie dolls.
The collection for tweens and teens will be called My Scene by Limited Too. It will debut in July in all 520 Limited Too stores. It will include t-shirts and coordinates, corduroy and denim skirts and tops, embroidered tops, velour fabrics, paisley prints and cargo pants. The color palette will represent fall's traditional shades of washed-out neutrals: soft purples, dusty greens and subtle browns.
As the collection hits stores, the two companies say it will launch a multi-faceted marketing campaign, including a nine-week, multi-million dollar television advertising push highlighting two entertainment-themed sweepstakes. Mattel and Limited Too will co-host the sweepstakes during the summer and fall in order to leverage motion picture and music properties appealing to tween girls. One of the sweepstakes will involve the summer sequel, “Legally Blonde 2: Red, White and Blonde,” and will offer a chance to win a trip to Australia and salon and shopping experience from Limited Too.
To drive store traffic, monthly ads and apparel spreads will appear in Limited Too “catazines” — a hybrid catalog magazine — which will be sent to 10 million girls during the peak back-to-school shopping season. Additionally, Web-surfing tweens will be engaged through interactive advertisements at www.myscene.com and www.limitedtoo.com.