Look out, Britney. Hold on to your pants, Christina. Diva competition is on the way with the help of tween specialty retailer Limited Too.

The Columbus, Ohio-based company, which is owned by Too Inc., recently staged the final regional leg of its Passion for Fashion Fun Tour, a contest involving fashion, games and music. The tour touched down on Aug. 4 at the Westside Pavilion in Los Angeles in search of its regional finalist among 500 entrants.

As they registered for the event, a gaggle of girls wearing plaid mini skirts and wrap-tops, head-to-toe white with rhinestone buckle belts, and oodles of denim primped amidst glitter and spray paint while being fussed over by their parents in what amounted to a somewhat frenzied atmosphere.

“I just want to win so I can go shopping,” said Ontario, Calif., resident Rikka Springfield, 11, dressed in a halter top, low-rise flared-leg jeans and platform sandals.

Before the 10 winners in the initial drawing were picked from a fishbowl, the participants enjoyed the stage spotlight as they paraded their fashions one by one. Decibel levels soared even higher later in the day, with the help of figure skater Tara Lipinski and wardrobe stylist Stephanie Wolf, when winners watched a fashion show and later competed in the wind-chamber daisy grab and the mannequin fashion make-over contests. In the lip-sync event, the girls had 30 seconds to express themselves, picking their favorite songs from a list including “Stranger” by Britney Spears, “Survivor” by Destiny’s Child, and “In My Pocket” by Mandy Moore.

It was then up to the judges to seal the fate of the eager youth. Watching the scenes from director chairs, Wolf and Lipinski, along with Paula Damaso, Limited Too’s senior vice president and general merchandise manager, and Jane Fort, editor at Teen, selected 11-year-old Britney Tuba from Los Angeles.

Limited Too launched the contest on July 7 at Miami’s Aventura Mall and later made stops in Dallas, Chicago and Columbus. The event officially ended on Aug. 11, when five finalists and a winner from the company Web site traveled to New York for a fashion show, concert by pop band O-Town and a chance to compete again playing the same games. There, 10-year-old Ally Schwarz from Miami won the overall event. Schwarz received a $5,000 scholarship, $2,000 Limited Too wardrobe and a modeling opportunity with the company catalog.

Damaso said the event was part of the company’s way to kick off back-to-school sales and keep girls involved during the summer.

“This was the right time to launch this event as part of our 360-degree marketing strategy involving our stores, our Web site and our company’s catazine,” Damaso said. —Nola Sarkisian-Miller