'Scene' Tour Launches Back-to-School Season

Teens lined up for makeovers last year at The Scene in GGP malls

An annual mall tour targeting teens kicked off this weekend with sponsors CosmoGIRL!, Mountain Dew, Sprint, AmEx and Tweety Bird.

This is the seventh year that mall manager General Growth Properties is staging The Scene to drive teen traffic for back-to-school shopping.

Brand sponsors host a variety of activities: CosmoGIRL! Boutique runs a Jean Scene photo contest with apparel brand Aeropostale, dangling a trip to New York and jeans as prizes; the Tweety Lounge woos girls to the Warner Bros. property, part of an ongoing push to pitch Tweety Bird as a hip character for clothes and accessories.

Mountain Dew sponsors performances by the DK BMX Bike Team; Sprint showcases LG's new music-enabled cell phone, the Fusic, and accessories from Body Glove with games and free ringtones.

Twelve malls will host the full Scene, traveling July 15 through Sept. 30. One hundred malls get a scaled-down version, or Scene-related activities. Grand Central Marketing, New York City, handles.

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