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Mattel gets Clueless

Mattel will be creating a line of fashion dolls and related fashions and accessories, as well as fashion-themed CD-ROMs, based on the characters of the upcoming Clueless television series, a spinoff of the 1995 movie with the same name....
July 1, 1996

Mattel will be creating a line of fashion dolls and related fashions and accessories, as well as fashion-themed CD-ROMs, based on the characters of the upcoming Clueless television series, a spinoff of the 1995 movie with the same name.

Mattel was named master toy licensee by Viacom Consumer Products, the licensing division for Paramount Pictures, in late May. Andrea Hein, president of Viacom Consumer Products of Hollywood, says the El Segundo, California-based toy manufacturer’s experience in making toys for girls was the key reason it won the license. ‘Mattel has such a strong presence in the girls category. And their quality level is unsurpassed.’

‘We’re the experts in fashion dolls,’ says Lisa McKendall, director of marketing communications for Mattel. ‘And this seemed like the ideal property to be doing fashion dolls.’

The two companies started negotiating around the time of this year’s American International Toy Fair. And the product line will debut at next year’s Toy Fair.

The Clueless line will initially feature the Cher, Dionne and Amber characters, and will be targeted at girls six to 12.

The Clueless TV series, a Paramount Network Television show, is expected to also draw in teen viewers. It kicks off in September, airing on Fridays at 9 p.m. on ABC.

A new actress, Rachel Blanchard, plays the lead role as Cher, while Stacy Dash and Elisa Donovan from the Clueless movie return as Dionne and Amber respectively. The program also has the same executive producer/director, Amy Heckerling, on board as for the movie.

The movie kicked off in July 1995, and grossed more than $55 million in North America.

Viacom is working to sign on licensees for cosmetics, apparel, girls’ accessories and school supplies. It is also looking to do tie-in promotions with advertisers. The company is meeting with potential licensees at the licensing show in New York, and hopes to complete deals by the end of July or August.

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