Mattel Makes 'My Scene' At Viacom

India office inks deal with Nick, MTV

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%%STORYIMAGE_RIGHT%% Viacom has negotiated a multiplatform-marketing agreement through Nickelodeon and MTV to allow toy marketer Mattel in India to reach its core market—kids who are on the cusp of teenage years.

The deal, which was built around Mattel's My Scene toy line (including the perennial Barbie doll), encompasses traditional advertising as well as original programming on Nickelodeon and MTV, which includes the rights for Nickelodeon to air exclusive Mattel programming in that South Asian market.

The partnership follows a campaign that ran last year in Singapore and Malaysia called FashioNick, which celebrated girls' individual style and creativity and included on-air vignettes and on-ground fashion events. Nickelodeon reaches more than 60,000 10-to-14-year-olds, while MTV reaches over 8.8 million tweens in an average week, according to India's Television Audience Measeurement.

"Our association with Nick and MTV allows Mattel to give our tween girls a platform to be who they are, at times a kid and other times a teenager. These girls love music, holidays, fashion, movies and more," said Mattel's Aditi Patwardhan, category manager-girls, India, based in Mumbai.

The programming component includes exclusive TV rights for the airing of the Mattel movie special, "My Scene—Jammin' in Jamaica," on Nickelodeon. A music video based on the pic will also air on Nick's music-vignette platform "DJ Nick." In addition, MTV India will create two vignettes based on the fashion brand of My Scene to be aired on MTV's style show, "In the Closet." The vignettes are a sneak-peek into celebrity wardrobes and will also air on Nickelodeon.

%%PULLQUOTE_LEFT%% A watch-and-win contest is tied around the movie where kids name the four main characters of "My Scene." Four Indian girls will be chosen to join VJ Shehnaz Treasurywala on her "MTV's Most Wanted" show. The contest will be promoted by Mattel in branded sections of Indian retail outlets. Treasurywala, who recently participated in the My Scene on-ground launch, will also give out free My Scene dolls on the show.

Vikram Raizada, Nickelodeon's VP-marketing in India, will not reveal how much Mattel is spending with the two Viacom channels, but said, "This is the first time an advertiser has identified both Nickelodeon and MTV for the tween target [and] is the most elaborate multiplatform deal for Nickelodeon to date in India that involves content, off-air and both [Nick and MTV] brands."

Meanwhile, stateside Mattel and Miramax Home Entertainment yesterday announced an exclusive partnership for Mattel to produce its first direct-to-video full-length animated movie featuring My Scene that Miramax will distribute in Fall 2005.

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