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NEW YORK — In celebration of Limited Too’s Sweet 16, the specialty retailer will target tweens through one of their favorite mediums: TV.
Working in conjunction with Dogmatic, a multimedia production and design company that produces broadcast publicity and programming for companies such as Pepsi, Tommy Hilfiger and Virgin Records, Limited Too is sponsoring “What’s Your Wish,” a one-hour reality show to air on Friday on the ABC Family channel.
Tweens shopping at Limited Too were asked to submit essays explaining what their ultimate birthday wishes would be. After receiving almost one million essays, Limited Too executives chose 15 winners to grant their wishes and have them appear on the show.
The show takes viewers through a day in the life of the winners. The wishes range from a desire to meet stars such as Paula Abdul, Aaron Carter and sisters Beyoncé and Solange Knowles to meeting ambassadors at the United Nations and being president for a day at the Limited Too headquarters in New Albany, Ohio.
Scott Bracale, executive vice president of marketing, catalog and Web at Limited Too, said this is the company’s first foray into TV land.
“We are trying to extend the brand to the girl beyond the mall,” Bracale said. “We want to be relevant to her in other ways besides fashion and we know that entertainment is very important to her.”
Limited Too’s ceo, Michael Rayden, handed over his office to 10-year-old Heather, who wrote an essay on running the company for a day. “I would want to be president because I absolutely love shopping at Limited Too,” she wrote. “But I would like to make some changes.”
Limited Too operates 509 stores in 46 states and Puerto Rico and publishes a catalog coinciding with key tween shopping times throughout the year.
This story first appeared in the March 13, 2003 issue of WWD. Subscribe Today.