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:: ToyNews Online
Publish date:: Mar 20, 2006
Social count:: 0

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.

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...

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.

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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.

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MGA Entertainment CEO predicts the special edition, Bratz Girls Really Rock, will generate sales between $150m and $200m.

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.

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