attel Toys India has come up with an interesting way to market its latest product offering, My Scene. This is a range of fashion dolls for tweens, that is, girls between eight and 12 years of age. Usually merchandise is conceived from successful on-screen characters. In the case of My Scene, the reverse is true. My Scene will be promoted with MTV Networks (channels Nick and MTV) which will create programming around the dolls.

My Scene has been launched with a three-week launch programme. MTV veejay Shehnaz Treasu-rywala unveiled the collection and invited girls to get on MTV�s Most Wanted. My Scene-Jammin� in Jamaica, is being aired exclusively on Nick. Besides contest spots, there are in-show plugs on Most Wanted on MTV and In the Closet vignettes that give a peek into the wardrobes of celebrities. A contest is being organised where participants have to name the four main characters in the My Scene range and the winners get to appear on MTV�s Most Wanted. The sponsorship includes advertising spots on MTV and Nick in addition to the vignettes created especially for the My Scene contest on Nickelodeon and MTV. ... more