Details of the new MGA operation will be announced shortly but the separation from Vivid Imaginations is amicable and will be implemented in the best interests of the MGA brands.
“I would like to place on record our great respect and appreciation of Vivid for the outstanding job they have done in taking Bratz to more than 60 per cent market share. They have been a great business partner,” stated Isaac Larian, CEO of MGA Entertainment.
“We have enjoyed four hugely successful and mutually beneficial years working with MGA and have achieved great things together,” added Vivid CEO Nick Austin. “Inevitably MGA want to manage their own UK business and 2008 seems the right time to make a transition and we wish them every success.”
MGA UK will take over the reins from Vivid on 1st January, 2008.