Mattel, Miramax Make My Scene Movie

Toymaker Mattel and distributor Miramax Home Entertainment today announced plans for a direct-to-video animated feature based on the trendy My Scene lifestyle brand for tween girls. The joint announcement was made at the International Licensing Show in New York City by Mattel executives and Miramax co-chairman Harvey Weinstein.

The My Scene movie is in production and is slated for release in fall 2005. The project follows on the heels of a My Scene DVD titled Jammin’ in Jamaica, which was packaged with other My Scene products and aired on Nickelodeon on June 6. Another in-package DVD, Masquerade Madness, will be available in fall 2004 and is also set to air on Nickelodeon this fall.

The acquisition of the property was handled for Miramax by exec VP of worldwide promotion Lori Sale and VP of acquisitions Jeffrey Tahler. The deal was negotiated for Miramax by exec VP, office of the co-chairman Charles Layton and senior VP of acquisitions and business affairs David Miercort. Managing the deal for Mattel is senior VP of worldwide entertainment and business development Steve Ross, who led negotiations with legal and business affairs VP Karen Green.

My Scene has been on the retail scene for less that two years but has already become a hit with its target demographic. The property is represented by five characters, each with her own distinct personality. Uptown girl Madison is a shopping queen, while Chelsea is more Bohemian and artsy. Nolee is the group’s artist and resident astrological expert. Delancey is a California-chic surfer girl and Kenzie brings southern sass to the group. Each girl is featured on www.myscene.com with her own page that includes a personality profile and online journals. According to Media Matrix, the site is currently the No. 4 web destination for girls, logging more than 13 million hits per month.