Viacom inks deal with Mattel in India

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[Mumbai, India] Viacom has formed a multiplatform agreement with Mattel in India that includes traditional advertising and original programming on both Nickelodeon and MTV. The venture was developed around the toy marketer's My Scene toy line for 8-to-12-year-old girls, which recently launched in India. The partnership builds on a campaign that ran last year in Singapore and Malaysia called FashioNick that included fashion events and on-air vignettes. "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 Aditi Patwardhan, Mattel's Mumbai-based category manager-girls, India. The deal includes airing a Mattel movie special called "My Scene-Jammin' in Jamaica" on Nickelodeon and a music video based on the movie on "DJ Nick." In addition, MTV India will create two vignettes based on the fashion brand of My Scene to air on MTV's style show "In the Closet." The vignettes are a sneak-peek into celebrity wardrobes and will also air on Nickelodeon.