2005 – 2008retired
Game Boy Micro
“Small screen, big legacy: the last Game Boy went out tiny, tidy, and dignified.”
“Big heads, bigger lips, and a briefcase full of early-2000s attitude, missed daily.”
My Scene arrived in 2002 as Mattel's all-lowercase answer to the tween market — a spinoff of Barbie, though technically still Barbie-brand dolls. The dolls kept Barbie's slim bodies but swapped in larger heads, exaggerated lips, and, per the New York Times, bulging, makeup-caked eyes. Built to go head-to-head with MGA Entertainment's Bratz, they found their own audience of kids who wanted a little more attitude.
The line was discontinued in the US in 2008, with the worldwide run ending in 2011. But rather than fade entirely, My Scene got a curious second act: in November 2024, Mattel released collector versions of the three main characters, signaling a possible return of the franchise. Not so much a funeral as a very long intermission.
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“Small screen, big legacy: the last Game Boy went out tiny, tidy, and dignified.”
“Small, purple, and only interested in games — and all the better for it.”
“It scanned the cards, saved the data, and left us wanting a sixth game.”