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Mattel & Miramax Partner on My Scene Direct-to-Video

Mattel and Miramax Home Ent. have announced an exclusive partnership that calls for Mattel to produce its first direct-to-video full-length animated movie featuring the MY SCENE girls. Miramax Home Ent. will distribute the movie. The My Scene movie is in production and will be released in fall 2005, and follows on the heels of the first MY SCENE entertainment experience, "Jammin' in Jamaica," an in-package DVD released earlier this year that also aired on Nickelodeon June 6, 2004. Additionally, the MY SCENE "Masquerade Madness," in-package DVD will be available in fall 2004 and is also slated to air on Nickelodeon this fall.

"Partnering with Miramax - a clear leader in entertainment and feature film - allows us to tell the story of the MY SCENE girls and how they celebrate the key moments of being a teen," said Matt Bousquette, president, Mattel Inc. "Tween girls aspire to be part of that world, and at Mattel we have already established strong characters, product lines and web presence for MY SCENE. This partnership with Miramax complements our position as the leader in girl's lifestyle brands and fills a gap in the current home entertainment market for older girls."

"We are honored to add the MY SCENE girls to our stable of talented leading ladies and to add Mattel to the Miramax family," said Harvey Weinstein, co-chairman, Miramax Films. "MY SCENE perfectly fits Miramax's New York sensibility and the girl's individuality, creativity and culture will lend to the creation of great home entertainment."

Lori Sale, evp of worldwide promotion and Jeffrey Tahler, vp of acquisitions, handled the acquisition of the property for Miramax, which was negotiated by Charles Layton, evp, office of the co-chairman, and David Miercort, svp of acquisitions and business affairs. Steve Ross, svp, worldwide entertainment and business development, who led negotiations with Karen Green vp legal and business affairs, managed the deal for Mattel.

Each MY SCENE girl is featured on with her own page that includes a personality profile and online journals. is currently the #4 Website for girls, with more than 13 million visits per month, according to Media Matrix.

Mattel Inc. ( is the worldwide leader in the design, manufacture and marketing of toys and family products. With worldwide headquarters in El Segundo, California, Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world.

Miramax Films, founded by Bob and Harvey Weinstein in 1979, releases and produces independent films. It is owned by the Walt Disney Corp. For more information, visit

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