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.