MGA Entertainment revives fashion doll brand Bratz

Scheduled to hit retail this summer, the refreshed Bratz range will "be like nothing else on the market in 2015."
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Girls fashion doll brand Bratz is making a comeback this year.

MGA Entertainment is looking to make a big impact on the toy industry in 2015 with the refresh of its blockbuster Bratz brand, as well as several new toy lines.

The toy company has partnered with a number of agencies to help push its new collections to the forefront of retailers, leading with the revival of its popular fashion brand, scheduled to launch this summer.

The Bratz line will launch with an accompanying app, new entertainment content, global agency partners and a new message platform.

Also in the doll sector, the firm is gearing up to introduce a new STEM-inspired line titled Project MC2. The line will launch in early August with its own live-action series for tweens and a partnership with Awesomeness TV to provide short form content through numerous YouTube celebrities.

Meanwhile, to celebrate the fifth season of Lalaloopsy on Nick Jr., MGA Entertainment will host a Super Silly Party this Autumn across all of its licensing, entertainment and retail partners.

Completing the line-up of announcements, Little Tikes has embarked on a new lifestyle brand venture.

“Throughout decades in the toy business, MGAE’s talented creative team has been the industry’s biggest innovator and game changer,” said Isaac Larian, CEO of MGA Entertainment.

“During the past 15 years, MGAE has created two major global brands – Bratz and Lalaloopsy – from scratch. MGAE is now on track to bring a few more incredible brands to the toy market in the next few years.”

To support the reintroduction of the Bratz brand, MGAE has teamed with a number of advertising and media planning agencies, while key toy retailers and grocers are supporting the launch with ‘significant shelf space and online platforms.’

Additional licensing partners already signed for the Bratz re-launch include Blues Clothing, Character World, Kinnerton Confectionery Company, MV Sports and Sambro.

“2015 is definitely an exciting year for MGAE and we are looking forward to bringing back one of our most successful brands,” added Nicola Mellor, UK Bratz brand manager.

“The audience of 2015 is very different to the audience of 2001 – when we originally launched Bratz – and the brand and launch campaign will eflect that."

The new look of the doll brand is being kept under wraps by the firm for now, with the only image surfacing so far the one depicted above, however Mellor concludes the announcement with the promise that: “2015 Bratz will be like nothing else on the market.”

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