EL SEGUNDO, Calif. -- June 10, 2003 -- Two of the world's foremost experts on all things girl -- Limited Too and Mattel -- are joining together in an exclusive apparel licensing deal to create a trend-setting collection of fall fashions and accessories for tweens and teens. The collection, called 'My Scene(TM) by Limited Too,' combines Limited Too's fashion expertise with My Scene(TM), Mattel's hot new lifestyle brand created specifically for the tween girl.
"This partnership complements Mattel's extension strategy to align with other 'best in class' companies and attract new audiences in an authentic and relevant way," said Richard Dickson, senior vice president, Mattel Brands Consumer Products. "As we grow and extend My Scene(TM), it makes perfect sense to partner with the industry's number-one specialty apparel destination for tween girls, further complementing our heritage as an on-trend, relevant and stylish brand."
Designed to attract an audience of tween girls (ages 7-14) during the annual back-to-school shopping season, the collection will appear in all Limited Too stores starting in July. The collection will include T-shirts and coordinates inspired by this fall's hottest trends, including corduroy and denim skirts and tops, embroidered tops, velour fabrics, paisley prints and cargo pants with a feminine flair. The color palette represents this fall's most sought-after shades of washed-out neutrals: soft purples, dusty greens and subtle browns.
"Limited Too is excited to extend the My Scene brand into our fashion-forward apparel and accessories. The 'My Scene(TM) by Limited Too' collection is inspired by hottest runway trends embraced by the My Scene(TM) characters," said James Shimizu, vice president, Marketing Promotions & Events, Limited Too. "The synergy of two of the best girl brands in the world is a winning combination for 'tweens everywhere."
In the retail environment at 520 Limited Too locations nationwide, the collection will be featured in stores this summer. As the collection hits stores, Mattel and Limited Too will immerse girls in the My Scene(TM) experience through a multi-faceted marketing campaign. The partners will launch 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 aligns these two powerhouse brands with MGM's highly anticipated summer sequel, "LEGALLY blonde 2: Red, White and Blonde." 'Tween girls who enter will have a chance to win a trip to Australia to see the premiere 'down under' as well as a 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 this peak back-to-school shopping season. Additionally, Web-surfing tweens will be engaged through interactive advertisements at www.myscene.com and www.limitedtoo.com.
About Mattel Girls Brands
Since the Barbie(R) doll's launch in 1959 as a paper doll inspired friend, she has firmly established herself as the most popular fashion doll ever introduced. For more than four decades, Mattel has maintained Barbie(R) doll's popularity by adapting her look, lifestyle and fashions to meet changing times while evolving her world into an overall lifestyle brand for girls. While the Barbie(R) Brand represents Mattel's initial roots in girls' toys, Mattel Brands has several best-selling girls brands including My Scene(TM), Polly Pocket!(R) and ello(TM). A natural extension of the brands to the online world, Mattel Interactive Group provides girls of the 21st century a new way to interact with their favorite toys through web sites and licensed Mattel-branded interactive software and video game titles.
Polly Pocket!(R) Used under license from Origin Products Ltd. and Bluebird Toys (UK) Ltd. (C) 2003 Origin Products Ltd. All Rights Reserved.
ABOUT MATTEL
Mattel, Inc., (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie(R), the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R), American Girl(R), and Fisher-Price(R) which
also includes Little People(R), Rescue Heroes(TM), Power Wheels(R) as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 27,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.
ABOUT LIMITED TOO
Limited Too is a leading specialty retailer for active, fashion-aware tween girls. The company sells apparel, swimwear, sleepwear, underwear, footwear, lifestyle and personal care products. Limited Too currently operates 520 stores in 46 states and Puerto Rico and publishes a catalog coinciding with key tween shopping times throughout the year. Limited Too also conducts e-commerce on its Web site, www.limitedtoo.com. Limited Too is owned and operated by Too, Inc.
