July 25, 2004

By: Alicia Nissen
Website: http://www.1st-in-toys.com

Mattel launches a range of fashion dolls for Tweens

Mattel, the leading toy company worldwide, is yet again at the forefront of innovation with the launch of MY SCENE – a range of Fashion Dolls for tweens – girls between 8-12 years of age. As the leader Mattel has a constant eye on the market and evolving consumer trends.

Global trends and research in India showed that Girls were growing older younger and there was a need gap for play patterns that could fulfill the fashion, fun and aspirations of the tween girls.

My Scene is a range of tween-targeted fashion dolls that capture the high-energy, chic attitude of the big city, with the style and fierce individuality of today’s urban teen. My Scene, from Mattel Toys - the makers of Barbie, is everything tweens or little girls between the age group of 8-12 aspire to be and is all about being and doing things in a ‘group’.

My Scene involves girls with trend-setting style and substance. It emphasizes a modern, older girl style that captures the aspirational qualities 'tween' girls can relate to and find interesting in today’s world. More than a line of dolls, My Scene is a fashion brand founded in entertainment and content with developed storylines, character personalities and 'real city' experiences – all of which involve tweens and touch all aspects of their lives.

The research done worldwide and in India showed that girls aged 8 to 10 relates to aspirational play which is alive, happening and experiential, says Sanjay Luthra, managing director, Mattel Toys (I) Pvt. Ltd. My Scene provides a differentiated play pattern with a Doll + Experience in a never before format – full length animated feature film in DVD format packed out with the doll.

The experience of the teen world is tangibalised with a storyline girls can watch and play out – and is set out in music and brings alive the group experience of the real world with the Doll as a means to participate in teen aspirations

The real play extends to Accessories and Fashions tapping the desire to 'experience' the teen lifestyle on multiple levels. Even the My Scene packaging has a sophisticated look that emphasizes a modern 'older' girl style by combining strong earthy hues, geographic prints and animated fashion icons.

Each character represents a variety of individual personalities and styles, all rooted in their big-city lifestyle. They are the trendiest of urban teenagers and are sure to be the new inspirational 'with it' group for tween girls in India.

Barbie is a techy, Madison is never far from shopping, Chelsea is the ultimate, artsy kind , Nolee is into astrology and skating and Delancey is the edgy cousin of Chelsea from California.

From rockin’ vacations to dance parties, there is lots in store in 2004 with an ultimate My Scene experience - with full-length feature film starring the My Scene Group and launch on DVD packed out with the Dolls. The first range of My Scene Range is launched in India based on the theme - 'Jammin' in Jamaica where The My Scene friends star in their first-ever movie with 'Jammin’ in Jamaica, an amazing tropical island adventure.

Barbie, Chelsea, Madison, Nolee and Delancey decked out in tropic-inspired threads from head to toe, they bring a new level of 'cool' to the day and 'heat' to the night.

There’s no better place to chill out from the sun’s rays than at the Guava Gulch Tiki Lounge. The My Scene gang sip on some fruity smoothies while they chill out on the beach.

Getting Ready means more than just looking fab, it’s feeling fab. From a relaxing bubble bath to a dive into the closet, it’s not just where you go that matters, it’s what you wear there! The Getting Ready range comprises dolls – Barbie, Chelsea and Nolee.

The Dolls come with a wardrobe and lots of clothes, shoes and bags to bring play pattern alive. 'Shop til you drop' is the My Scene girls’ mantra and features Barbie, Chelsea and Nolee, each of them shopping for their favourites , from Denim to perfumes and from lip gloss to shoes

Also see: Kids Dolls

About The Author:

Alicia Nissen is a successful author and regular contributor to http://www.1st-in-toys.com.  Find fun kids educational toys and children’s wooden toys you enjoyed as a child.