My Scene were a line of fashion dolls released by Mattel in 2002. The line originally consisted of 3 best friends that live in New York and they are named after different locations in New York City (except for Barbie). The three original dolls from the line were Barbie, Chelsea and Madison (also known as Westley in other countries) who have different ethnicities and personalities. The dolls were made to appeal to the tween market and were made to compete with MGA Entertainment’s Bratz.
The first collection was released in 2002, and each doll came with 2 outfits and also came with a stand.
The line became very popular when they launched. More dolls were eventually added to the series, starting with in 2003 with Nolee, and three male characters, Bryant, River, and Hudson. Delancey and Ellis premiered in the “Hanging Out” line, which debuted in late 2003. Mattel made a web series based on the line and also released a CD-ROM Game.
The line then spawned a direct-to-DVD film called Jammin’ In Jamaica in 2003, the film was sold with the Jammin’ In Jamaica line. The film also aired on Nickelodeon.
The brand then introduced Kenzie in 2004 in the Getting Ready line. And then another direct-to-DVD film came out with the Masquerade Madness line called Masquerade Madness.
The line garnered controversy, when on April 13, 2005, Mattel’s competing toy company, MGA Entertainment filed a lawsuit against My Scene, alleging duplication of its Bratz dolls, their multi-ethnic looks, fashions and packaging. The suit further accuses Mattel of “engaging in acts of unfair competition and intellectual property infringement intended to damage its market share, confuse consumers and trade on the company’s goodwill.” Mattel had previously sued MGA Entertainment, alleging that Bratz creator Carter Bryant was working for Mattel when he developed the idea for Bratz in 1999, and had taken the idea to MGA secretly. MGA developed the first-generation fashion dolls while obscuring Bryant’s involvement. The MGA toy makers sought 1 billion dollars in damages testifying that Mattel violated antitrust laws.
The first direct-to-DVD film to be released apart from the dolls was “My Scene Goes Hollywood”. The film was released on DVD in 2005. The film also featured Lindsay Lohan as herself. It spawned a line of the same name, and Mattel even produced a Lindsay Lohan doll for the line.
The brand caused more controversy when Mattel announced The My Bling Bling line. The dolls were seen wearing more shorter outfits and knee length shoes with leggings. Most parents complained that the line was considered “too racy” for children. The line also introduced a new face mold that had the dolls with more detailed makeup and front-gazing eyes.
Barbie was later discontinued as a character and was later replaced with another blonde doll called Kennedy. She was introduced in the Fab Faces line. They made a few lines with her.But in 2007. Mattel replaced Nolee with previous character, Delancey. But they reintroduced her with black hair instead of blonde hair. Sales started to decrease.
More controversy came with the brand when Mattel released the Growing Up Glam line. The plot of the doll is that the doll had a key in the back of the doll that not only made the doll taller, but made the doll grow breasts. Parents found the line to be too inappropriate for children. Even some people called them a modern version of Growing Up Skipper.
Mattel later rebooted the web series, but with a new animation style and character designs. Most fans were negative towards the new webisodes. Mattel also introduced a new character called Nia. Sales of the line decrease even more, which resulted in Mattel releasing the final lines in the US before discontinuing them in 2008. Though they still produced them in other countries. Mattel released more lines in other countries, but sales were still low. Until Mattel discontinued them altogether in 2011, though the website didn’t close down until 2014.
The dolls have became very valuable towards collectors. The dolls from 2002-2004 have ranged in price, but the dolls from 2005-2011 became very expensive on Amazon and EBay.
(Updated on 6/7/2017)