Bratz boosted by ITV debut

Vivid Imagination's Bratz doll line has recorded its highest ever market share on the back of the brand's debut as a TV show on ITV.
Author:
Publish date:
Social count:
0
5_Pocoyo.jpg

The daily show is drawing in strong girl audiences for the new ITV4 platform and has already boosted sales of the fashion dolls line, which recorded market share of 63.4% in the fashion dolls category last month, according to NPD. Bratz has now been the top selling overall toy brand for the past thirteen months .

New products have also been a key sales driver with Bratz Babyz Hair Flair, Bratz Birthday and Bratz Genie Magic all registering in the NPD Top 10 Toy Chart in their first full month in the marketplace . The success of Bratz Genie Magic doll sales is likely to be augmented by the eponymous DVD release next month .

“Bratz performance pre-ITV programming is truly mind-blowing so who knows where the TV show will take the brand ,” said Vivid Imaginations Licensing and Marketing Director Emma Sherski . “ Bratz toy line is a mere four years old yet is now outselling 2 to 1 its nearest competitor . Bratz creators MGA Inc have “conceived the inconceivable” and must take great credit for this achievement .”

Two further DVD releases this year featuring Bratz Babyz and Bratz Diamondz will also drive brand sales, the latter featuring dolls that will be sold with a real diamond.

Related

97_mypictr_200x200.jpg

Vivid on life after Bratz

The Bratz distribution deal may seem like a distant memory, but Vivid imaginations is continuing to evolve its business in terms of its product line-up, its wholly-owned IP and its distribution. Ronnie Dungan spoke to boss Nick Austin about the way forward without the trouble fashion dolls...

5_Pocoyo.jpg

Bratz owner heads for UK

MGA Entertainment has confirmed that it will be opening a UK business in 2008 after ending its four year joint-venture relationship with Vivid Imaginations.

896_mypictr_300x300(1).jpg

Beyond Bratz

The launch of the Bratz line was undoubtedly a major milestone for MGA Entertainment, but there is much more to the company than the pouty fashion dolls, as we found out from Marian Davis.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.