LPWire: Lizzie McGuire Inspires a Limited Too Apparel Line for Back to School

Disney Channel's Hit Series "Lizzie McGuire'' Inspires a Limited Too Apparel Line for Back to School

Limited Too, the leading specialty apparel retailer for tween girls, has collaborated with Disney Channel and Disney Consumer Products for a "Lizzie McGuire"-branded back-to-school apparel line, Lizzie McGuire by Limited Too.

Designed and sourced by Limited Too, the clothing reflects the coolest fall fashion trends as inspired by "Lizzie McGuire," Disney Channel's top rated television series for kids and tweens. This new business relationship marks the first time Limited Too has produced a licensed clothing line and it is the first Disney Channel original series property licensed directly to a retailer.

"Lizzie McGuire and Limited Too are a perfect pairing," said Adam Sanderson, senior vice president, brand marketing, ABC Cable Networks Group. He added, "This comprehensive program with Limited Too helps extend this successful Disney Channel show into a broader franchise opportunity."

"This cross-promotion with Lizzie McGuire gives Limited Too yet another way to connect with our target customer, the tween girl," said Scott Bracale, senior vice president, marketing, catalog and web for Limited Too. "The addition of the Lizzie McGuire line and the Hollywood Sweepstakes give her even more reason to shop Limited Too for back-to-school."

"Lizzie McGuire has a fun sense of style that tweens and teens really respond to," said Roger Wyett, executive vice president, global apparel, Disney Consumer Products. "The Limited Too clothing line is a fresh and relevant way for girls to create their own unique style inspired by Lizzie."

Lizzie McGuire by Limited Too debuts in 484 Limited Too stores in August. Designed for the back-to-school season, the line includes eight styles in casual bottoms, 11 styles in casual tops and two styles of jackets. Limited Too stores will carry the Lizzie McGuire by Limited Too line in its full range of tween girl sizes, including slim (6s to 16s), regular (6 to 16) and junior (3, 5 and 7) sizes. Among the fashionable accessories is a Lizzie McGuire butterfly denim purse and suede belt.

Limited Too's catalog, with a total circulation for July and August of 9 million, provides significant exposure for "Lizzie McGuire". The July 2002 catalog, photographed on the set of "Lizzie McGuire," launched the "Limited Too & Lizzie McGuire Hollywood Sweepstakes" and contains an entry form for a chance to win one of hundreds of prizes, including ten Grand Prize packages of the "Hollywood Treatment," a trip for two to Los Angeles, a makeover and Limited Too wardrobe and an "animated guest appearance" where the likeness of each winner is created by a Hollywood animator for inclusion in an upcoming blooper on an episode of "Lizzie McGuire." "Lizzie McGuire" promos on Disney Channel feature information on how to enter the sweepstakes.

In August, the catalog introduces the specially designed apparel line available exclusively at Limited Too stores and through its catalog. The catalog also contains a scan and win game piece for the "Lizzie McGuire & Limited Too Preview Party," a month long sweepstakes featuring one Grand Prize where the winner is given the opportunity to host a "Lizzie McGuire" screening at his or her school (with surprise celebrity guests).

Tween sensation "Lizzie McGuire" is a live-action series that serves up the comic foibles of 14-year-old Lizzie McGuire as she experiences the triumphs and horrors of seventh grade. It features an intermittent animated version of Lizzie that pops up on-screen to give running commentary for real-life Lizzie's conversations, confrontations and crushes.

"Lizzie McGuire" is seen Friday (7:30 p.m. ET/PT), Saturday and Sunday (1:30 p.m. and 7:30 p.m., ET/PT) on Disney Channel. It also airs Saturday mornings on ABC-TV. The series premiered in January 2001 and quickly became a fan favorite on-air and online. Among other awards, the series was voted Favorite TV Show at the 15th Annual Nickelodeon Kids' Choice Awards and received a 2002 Imagen award in Best Children's Program, Live Action category, for its positive portrayal of Latino culture. To date, 26.2 million email messages have been sent to Disney Channel's website from "Lizzie McGuire" fans. Disney Channel launches a newly expanded "Lizzie McGuire" website July 19.

Limited Too is the leading specialty apparel retailer for fashion-aware tween girls (age 7 to 14). The retailer offers customers a broad assortment for a girl's range of dressing occasions whether it's school, leisure activities or parties. Limited Too merchandise assortment includes sportswear, add-on, underwear, sleepwear, swimwear, footwear, accessories, room decor, lifestyle and personal care products. It is the only 360-degree brand for tweens, communicating its brand image through exciting retail stores, colorful catalog and e-commerce website, limitedtoo.com. Limited Too currently has 484 stores in popular malls in 46 states and Puerto Rico. The company publishes eight editions of its catalog to coincide with key tween shopping times throughout the year.

Disney Channel, combining original series, movies and specials with timeless classics, is the first general entertainment television network designed for kids and families. Currently available in more than 80 million homes, Disney Channel is a division of ABC Cable Networks Group, a subsidiary of The Walt Disney Company.

--Posted July 17, 2002
Source: ABC Cable Networks Group